• by Tanya Gazdik , August 6, 2024

High fashion has gone to the dogs, quite literally. 

Dolce & Gabbana’s new Fefé is a fragrance for dogs. It’ll set you back $109. 

“The alcohol-free mist comes in a spearmint-colored glass bottle adorned with a 24-carat gold-plated paw print featuring the Dolce & Gabbana logo,” notes the New York Post. “The steep price tag is offset somewhat with the included D&G dog collar featuring the same 24K gold-plated doggie paw from the bottle.”

It was inspired by fashion designer Domenico Dolce’s dog Fefé, according to Forbes. “It’s a tender and embracing fragrance crafted for a playful beauty routine,” the company said.

To promote the product, the brand created a video.  

“A series of well-groomed dogs appear on camera in a promotional film on the D&G website,” according to CNN Style. “As classical music plays in the background, a narrator says: ‘I am delicate, charismatic, authentic, sensitive, enigmatic, rebel, fresh, irresistible, clean. ‘Cause I’m not just a dog. I’m Fefé.’” 

Several veterinarians expressed concern over the fragrance, which the company says has been certified by Safe Pet Cosmetics, an independent veterinary organization in Italy that validates the safety of products for animals.

Dogs rely heavily on smell to navigate the world, which is filled with subtle odor cues from other dogs, humans, food and potential dangers, Dr. Daniel Mills, a professor of veterinary behavioral medicine at the University of Lincoln in England, explained to The New York Times.

“This is entirely for the owner’s benefit, not for the dogs,” Mills said. “Dogs have a fantastic sense of smell, and changing their odor can cause significant issues.”

D&G isn’t the only brand trying to make a buck off of your pooch.  

“Fashion-conscious pooches could sport a Prada puffer jacket for $765 during the day, and snuggle down at night in a large Versace bed for $1,170,” according to CNN Style.