Global fashion platform Ssense is debuting a dogwear line on its e-commerce platform ssense.com.
The platform has commissioned exclusive collections from 032c, Ashley Williams, Burberry, Heron Preston, Marine Serre, Moncler Genius, Paul Smith, Stutterheim, Versace, and VIP. Ssense collaborated closely with the brands to develop the dogwear assortment, with items ranging from ¥7500–140,500 (US$69–$1294).
The first collection includes harnesses, leashes, collars, sweaters, and collar charms, amongst other items.
It is the first time the firm has curated an assortment of petwear, hosting established luxury labels, emerging designers, and streetwear brands specially designed for dogs from some of the world’s most prominent luxury labels on one site.
“For many of the brands we partnered with, this was the first time they considered producing dog apparel and accessories,” said Ssense senior director of womenswear buying Brigitte Chartrand.
“Increasingly, Millennials are spending more on their pets, especially dogs. With almost 80 per cent 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.”
Positive response to the #SSENSEInterns Instagram series, in which the brand features employees’ dogs modeling in the latest fashions, was the inspiration for the initiative, further supported by the growing petwear trend and opportunity to connect with this consumer bracket.