Dolce & Gabbana has taken the concept of “man’s best friend” to a new level with the launch of its latest product: a luxury perfume mist designed specifically for dogs. Priced at €99 (£84), the alcohol-free scent features “warm notes” of ylang ylang, musk, and sandalwood, all presented in a glass bottle adorned with a 24-carat gold-plated paw. In addition, customers can receive an exclusive Dolce & Gabbana dog collar with a gold-plated tag.

The campaign, which highlights the themes of “unconditional love,” “loyalty,” and “playfulness,” features a stylish advertisement showcasing well-groomed dachshunds, chihuahuas, and bichon frisés. The tagline, “Cause I’m not just a dog, I’m Fefé,” reflects the personality of the brand’s co-founder Domenico Dolce’s own dog, Fefé.

Despite the high fashion appeal, the RSPCA has expressed concerns about the impact of fragrances on dogs. Senior scientific officer Alice Potter cautioned against introducing strong scents that could interfere with a dog’s ability to communicate and interact with its environment. She noted that the perception of what dogs enjoy can often be anthropomorphized, leading to misconceptions about their preferences.

While the market’s reaction to Fefé has been enthusiastic, with plans for distribution across Europe and the US, the true demand for such a luxury item remains uncertain. Analysts predict significant growth in the global pet industry, which could reach $500 billion by 2030. This increase in consumer spending indicates a willingness to invest in premium products for pets.

The concept of dog fragrances isn’t new; for instance, Harrods offered a dog perfume called Sexy Beast in 2007, and in 2022, Elizabeth II introduced Happy Hounds dog cologne. Other retailers, like Space NK and Kiehl’s, have also joined the trend, selling various dog scents. The introduction of Fefé marks a unique venture by a luxury fashion house into the pet product market.

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