These Dogs Are Better Dressed Than You

Bruce loves his new Burberry hoodie. It comes with an allover print of the brand’s signature interlocking Thomas Burberry logo motif in tonal shades of brown with a touch of red piping along the sweatshirt’s cuff and bottom. The chestnut shade, Bruce thinks, really compliments his coloring—his friend Gianni told him so! Gianni, too, has a new designer outfit to be quite proud of: His is a Marine Serre harness covered in Serre’s moon print. It has pockets to hold bags, water, snacks—and as a special bonus, can be purchased with a coordinating leash. Oh, yes, you see the big difference between Bruce and Gianni and other Burberry and Marine Serre shoppers is that Bruce and Gianni are dogs.

And what incredibly well-dressed dogs they are! The duo’s designer duds are courtesy of Ssense, which is launching an entire category of dog clothing and accessories today. The launch of canine fashions was inspired by #SSENSEinterns, a hashtag started by employees in the retailer’s Montreal office who would dress their pets in designer clothes and share the adorable videos and photos on Instagram. (Please, follow the hashtag for a peek at the comings, goings, and stylings of the pets.) Convincing luxury designers to get on board with the idea of recutting their garms for four-legged customers was easy enough.

“Ssense is our long-term collaborator and a great supporter. When they proposed the exclusive project of designing a dogwear collection, we were very amused and of course came on board,” wrote Marine Serre in an email. It wasn’t Serre’s first venture into canine accessories—she included two dog models, Minuit and Rolland, in her spring 2020 show—and the designer utilized every bit of the care and innovation she puts into her human wares for her animal ones. “Being a dog lover made me think of how a dogwear item could really be made better in terms of comfort and practicality. My final designs are dog harnesses, with multi-pockets for keys, lights, and waste bags, held by a leather leash with golden moon studs.”

In addition to products from Serre and Burberry, Ssense’s exclusive range of dogwear includes items from 032c, Heron Preston, Moncler Genius, Paul Smith, Stutterheim, Very Important Puppies (V.I.P.), Versace, and Ashley Williams. Later this year, products will be added from Alyx, MISBHV, Martine Ali, Maisie Wilen, and Thom Browne. “Dogs have always been an integral part of 032c Workshop—in fact, we ask basically everyone who comes through the office if they’re a dog person or a cat person!” says 032c creative director Maria Koch. “So we are happy to collaborate with Ssense to finally release some very fine hardcore leather gear for our best friends.”

If these logo hoodies, puffa jackets, argyle sweaters, and, yes, even a Versace robe for dogs seem incredibly cute—they are. But Ssense’s foray into pet clothing and accessories is also incredibly serious business. “Increasingly, millennials are spending more on their pets, especially dogs,” says the company’s senior director of womenswear buying Brigitte Chartrand. “There is a growing interest to reflect their individual style and their dog’s personality through clothing.” In addition to sales figures, pets are also good for social media engagement. “With almost 80% of the Ssense audience falling between the ages of 18 and 34 years old, we saw an immediate surge in engagement whenever we posted #SSENSEInterns on our Instagram account,” Chartrand adds.

Will the same spike in likes, comments, and shares result when you post your pet in their new Alyx ensemble? As a dog owner myself, I have to believe it to be true, but I can’t recommend you buy these pieces only for the ’gram. Buy them also for the love! Serre, who in addition to being a brilliant designer also understands the emotional connection between dog owners and their pets, explained one of the most crucial pieces in her offering. “To complete the collection, I designed a golden crescent moon pendant that breaks in two”—like a best friend necklace—“to be shared with a personal favorite among the greatest of companion species.” So go ahead and make it jewelry official with your canine BFF this winter.