Fashion dogs and ballerina cats

Trendy and functional 

From quilted jackets to printed linings – our pets should look as fashionable as we do. With rising temperatures and increasing rainfall in winter months, particularly in Western Europe, pet fashion is seeing a gradual shift towards raincoats and shower resistant coats. When it comes to material, sensible cotton garments, suitable for machine washing, are ideal for pets that just love to test a garment for wear and tear in the mud – or something far worse!

Ballerina cats

I still find it difficult to imagine that many cats would want their freedom restricted by something in pink tulle. Surely, few men would entertain the idea. I can only see some ladies enforcing ‘ballerina’ clothes on an animal, in a bid to compete with their neighbour’s pet down the road. But one only has to check the Amazon website to see that the market is there. 

The more our pets are humanized, the more we are prepared to spend on them and – on the bright side – this definitely leads to more comfortable clothing, brought about by custom design. Each dog coat or ‘Rain Mate’ from Laura Westville Scotland, for example, is tailored to the pets’ actual measurements, and fabrics are chosen by the customer.

Right size

“It is very important to get the right size of coat for your dog, not only because they look good in properly fitted garments. If the coat is too tight, it may impair movement and breathing. If it is too loose, it may create a safety hazard,” says founder Laura Torrance.

“Every dog is different, in size and physique; even within dog breeds, which is why we don’t have standard sizes based on breeds. The only accurate way to ensure the right garment is to use your dog’s own measurements.”

Prices depend very much on the supplier and the size of the bespoke dog coat. First, it is sensible to select a general size, based on the breed/top line measurement of your dog. Next, one should choose the fabric for the outside of the dog coat. Except the waterproof ‘classic navy’, all Laura Westville fabrics are 100% cotton, even the ‘tweeds’. This makes the garments easy to wash by hand or machine. 

Warm and dry

The waterproof ‘Rain Mate’ coat and hood are currently only available in navy blue. All of the company’s coats have a waterproof layer sewn within, so the dog will stay warm and dry – limiting ‘wet dog’ smell.

The inside of the coat is lined with either super soft cosy fleece or winter warm anti-pile fur. Colour options are orange, black and tartan fleece, or pink or blue fur.

Once the key vital dimensions (see framework) are measured and the fabric and lining are chosen, the dog’s name can also be embroidered on the coat.

The dog’s vital statistics

1. Length of back: from base of neck to base of tail (The Topline);
2. Chest: All the way around the largest part of the dog’s rib cage (The Girth); and
3. Neck: All the way around where your dog’s collar would naturally rest (long necked breeds tend to wear their collar at the top of the neck). 

Important! For breeds like greyhounds the coat measurement should be below the collar.

Custom-made dog coat

At London-based LoveMyDog the most pampered pets are welcome to the studio for a bespoke fitting and custom-made dog coat.

In the first meeting creative director Lilly Shahravesh and her team show customers some dog coats and discuss their ideas on colour, fabric and design. Initial fabric swatches are studied. A designer then measures the dog, sketches some initial ideas or shows the customer some photographs. Then a detailed drawing, fabric swatch and quotation is sent to the client.

Limitless choice

The choice, says LoveMyDog, is limitless. The company obviously believes in the ‘ballerina’ effect: it has created silk bridesmaid dresses for dogs, dog costumes adorned with feathers and sequins, as well as more everyday items like tweed dog coats in special sizes or with personal touches. Once the design, fabric, trimmings, special details and embroidery have been agreed, the dog’s new clothing will be hand cut, sewn and hand finished in the studio. Two more fitting sessions ensure that the fit and design details are exactly right. The final cost depend on several factors, such as fabric chosen, design complexity and types and number of trimmings (buttons, frogging, braiding).

Dog fashion trends

Moira Peterson, commercial director at Pets Planet, on trends for dogs this winter: “Coats are much more muted in colour, with a move back to the more traditional quilted, tweed or waxed coats. Two- in-one coats, with their removable fleece liners, remain as popular as ever amongst money-conscious consumers.” “Following the human trend towards Parkas this winter, the Canada Pooch Alaskan Army collection is definitely our ‘stand out’ range of the season. It also included a successful range of dog wellies, which we sell on Greenfingers.com and sales peak between October and December of each year.” “Although fashion is very important for ‘welly’ shoppers, there is a shift towards more functional footwear, such as the Grubs boot, which has a more robust sole and is designed for comfort.”