From lace to crinolines, including Birkin bags for dogs: haute couture for pets is a global phenomenon with precise roots. Here's everything behind it.

1. There's a global dedicated fair — and luxury is the star

Interpets Asia Pacific is the largest industry fair in Japan: the 2025 edition saw about 980 exhibitors and nearly 78,000 visitors over four days at Tokyo Big Sight. Monocle It's not just a trade fair: it's the global barometer of where the pet industry is heading. And where it's heading is clear: towards luxury. Clothes, bags, and tailor-made accessories for pets are increasingly occupying space among the stands.

2. The Mimimerry brand sells wedding dresses (for dogs)

Among the most talked-about exhibitors is Mimimerry, specializing in lace and satin dresses with crinolines, with evocative names like "Miracle Echelle" and prices starting from 307 euros per item. The target? Primarily Chihuahuas and toy breeds. The concept is simple: apply the aesthetics of human ceremonial couture to the canine wardrobe. In the same segment, you'll find embroidered bomber jackets and Birkin-style bags designed to carry dogs like a designer handbag.

3. It's not a fleeting trend: the numbers prove it

The Japanese pet product market was worth 1.9 trillion yen (about 11.6 billion euros) in 2024, with a 21% growth since 2019. Franetic And there's a demographic fact that explains it all: in Japan, 15.9 million pets outnumber the 14 million children under 15 years old. Franetic Animals are no longer "just" animals: they are emotional surrogates, family members, recipients of attention — and spending — once reserved for children.

4. Italy is not immune: the pet economy is worth billions

The phenomenon is not exclusive to Japan. In Italy, the pet food and pet care market reached 4.2 billion euros by September 2025. Food The average annual expenditure per pet in our country exceeded 900 euros in 2023 and is projected to surpass 1,000 euros in 2025. Capitalist Brands like Fendi and Gucci offer dog collars, while Diesel has launched a collection of small coats. Gesca Luxury pet fashion is no longer an exotic niche: it's an expanding segment even here.

5. Behind every 307-euro outfit lies a profound cultural shift

With historically low birth rates — 1.24 children per woman in Italy in 2025 according to Istat — dogs and cats fill an emotional void, effectively becoming "fur babies." Capitalist Dressing them in haute couture isn't extravagance for its own sake: it's the projection of a need for care, aesthetics, and identity. The Chihuahua in a crinoline isn't the subject of the shopping — it's a reflection of its owner.

The question, in the end, isn't "why would someone spend 307 euros on a dog dress?" but "what does the existence and growth of this market tell us about ourselves?"