If the axiom that a dog is a man’s best friend holds any credence, Dolce & Gabbana have now elevated it with the introduction of their latest perfume: a mist for dogs. “Unconditional love”, “loyal” and “playful” are some of the words at the heart of the Italian fashion house’s latest campaign for a new alcohol-free scented mist for dogs. “I am delicate, authentic, charismatic,” the advertisement begins as it flips through footage of a finely groomed dachshund, chihuahua and bichon frisé all perched atop a stool.
“Cause I’m not just a dog, I’m Fefé.” For €99 (£84), owners can have their pets smelling of the “warm notes” of ylang ylang, musk and sandalwood. The new luxury dog mist has a 24-carat gold-plated paw on the glass bottle and customers are offered an exclusive Dolce & Gabbana dog collar with a tag.
But whether there is a market for Fefé – named after the dog of the brand’s co-founder Domenico Dolce – remains to be seen. “We’re distributing Fefé right away throughout Europe , in the US and then, little by little, we’ll expand, it’s already available online,” Stefano Gabbana, the brand’s other co-founder, told the Italian newspaper Corriere della Sera. “The market has reacted well, everyone went crazy at the announcement.
” Dog fragrances are hardly new but the foray from a top fashion house is a first. By 2030, the global pet industry – including vet care, pet food and pharmaceuticals among others – is .