The Next Supermodel? Your Pet!

Naomi Campbell, Gisele Bündchen, and Bella Hadid were once the queens of the fashion runways. Our pets are the new "supermodels" that everyone is talking about these days. The fashion industry is turning furry friends into authentic fashion influencers, from Louis Vuitton's high-end pet collars to Dolce & Gabbana's dog couture.

Pets as Fashion Icons

The popularity of pet influencers on Instagram and TikTok, such as Jiffpom the Pomeranian or Nala Cat, demonstrates how animals can engage people and even encourage them to purchase products. Brands like Gucci, Moncler, and Moschino have released pet collections. Dog runway shows are now a regular part of fashion weeks around the world.

From Expensive Collars to Fame on the Runway

From expensive collars to fame on the runway, the pet fashion trend is inclusive and welcoming. Within days of its release in 2024, the Louis Vuitton Monogram Pet Collar was sold out. Prada's travel carriers and Hermès' custom leashes demonstrate that an increasing number of people view their pets as an integral part of their identity. By 2030, the global market for pet clothing is projected to be worth over $10 billion. For Gen Z and Millennials, dressing up their pets is as normal as picking out their own outfits.

Le Pawradise Jakarta: A Case Study

Our students recently brought this global trend to life at Raffles Jakarta with Le Pawradise, Jakarta's first multiday festival for pets, wellness, and fashion. Some of the best parts were:

• Couture x Pet Fashion Show: a fashion show where high fashion and pet fashion walk the same runway.

• Sporty Fashion Parade and OOTD Competitions: pets and their owners wear matching outfits.

• Collar-Making Workshops: where people made unique fashion items for their pets.

• Charity Couture Bidding, where designer clothes were sold to raise money for local shelters.

• KOL and Celebrity Engagement: from Miss Grand Maluku 2025 to Miss Universe finalists, getting the word out about the event on social media.

  
  

Even though Jakarta's weather was bad and there were fewer cars on the road due to protests, the event brought together the community, business, and compassion. It showed that pets can be the stars of fashion events.

Pets: The New Frontier in Fashion Marketing

The pet fashion trend is not only cute, it's also smart. It takes advantage of three trends:

1. Emotional Branding: Pets make people feel more connected to brands on an emotional level.

2. Sustainability and Customization: Eco-friendly ways to show who you are include workshops and upcycled accessories.

3. Cross-Sector Marketing: Collaborations between fashion brands and pet wellness, food and beverage, and lifestyle brands show how pets connect different industries.

   
   

At Raffles Jakarta, our Fashion Marketing & Management program is designed to keep students ahead of these changes in the industry. We prepare our students for the future, where even your Golden Retriever could become the next big thing on the runway.

On our official platforms, you can experience more of our events, like the best parts of Le Pawradise. We invite you to join our community and stay updated on the latest in pet fashion and our educational initiatives.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Euromonitor International. (2025). Global pet apparel market outlook 2025–2030. Euromonitor. https://www.euromonitor.com

Smith, L. (2025). Pets as influencers: How animals reshape digital marketing. Journal of Digital Consumer Trends, 18(3), 122–137. https://doi.org/10.1177/20563051251123456