World-renowned labels and apparel inspired by ancient Chinese designs steal the show at Petjoy Fashion Week

Walking down the catwalk and illuminated by spotlights, Da Huang, a Chinese dog known for its role in the TV drama Mysterious Lotus Casebook, modeled an ancient-style black fur coat while its owner wore a matching dark robe with complementary patterns.

Da Huang’s dazzling moment was a highlight of the recent 5th Shanghai Petjoy Fashion Week.

From integrating Chinese aesthetics into pet apparel to the rise of outdoor styles as a new mainstream reflecting lifestyle upgrades, the event, which concluded in early November at the Shanghai Fashion Center, showcased that the “pet economy” is transitioning from rapid growth to a new phase focused on quality and emotional connection.

Da Huang’s ancient fashion-inspired outfit was not an isolated case. Elements from the 24 Solar Terms and cultural symbols of Chang’an (today’s Xi’an, the capital city of Shaanxi province) prominently appeared on pet clothing at the event, signaling the rise of traditional Chinese aesthetics as a new trend in pet fashion. The Chinese pet brand Petstar is at the forefront of this movement.

“Eastern aesthetics are the core philosophy of Petstar. We aim to take Chinese red and build a pet brand with distinctive

Chinese characteristics,” explained Yu Xiaochun, Petstar’s brand manager.

Market response has validated this approach. “Our traditional Chinese-style pet apparel has been launched on e-commerce platforms with significant sales growth, especially during festivals like Spring Festival, when demand surges,” Yu noted, adding that most of these designs — once runway exclusives — are now in mass production.

“Young people are incorporating traditional Chinese style into their daily lives, and this trend has extended to their pets.”

Meanwhile, as pet owners expand their activities from home to camping and hiking, functional demands for pet apparel have evolved. Multiple brands at the fashion week showcased outdoor pet collections featuring technical fabrics and practical designs to meet this need.

“Pets are naturally inclined to run in nature. We strive to create professional outdoor gear that ensures their safety while enabling close interaction with their owners during outdoor activities,” said Wu Haiqin, assistant general manager of Daqqab, an outdoor pet products brand.

According to Wu, their waterproof outdoor jackets use highly durable fabrics for harsh terrains, with nontoxic and hypoallergenic treatments suitable for pets’ sensitive skin — meeting the same standards as human outdoor clothing.

Self-developed magnetic buckles allow one-handed dressing, and detachable handles enhance practicality. Priced between 800 yuan ($112.4) and 1,400 yuan, these products have drawn numerous inquiries since their launch after the last Pet Fair Asia, Wu said.

This trend also aligns with Petstar’s strategy. “When we launched Petstar in 2022, we targeted the booming outdoor lifestyle, even though e-commerce platforms lacked a dedicated category for outdoor pet products back then,” recalled Yu, adding that outdoor pet clothing has seen rising sales online recently. “Many young people take their pets on outdoor trips, creating a clear demand for professional outdoor pet gear.”

Another notable signal was the foray of premium international brands into China’s pet market.

Kanine, a global premium pet platform, stole the spotlight with its debut show, featuring lines from world-renowned labels — including Ralph Lauren, Hugo Boss, and Tommy Hilfiger. Dogs dressed in these exclusive brands immediately captured industry attention.

“We are the globally authorized distributor for these brands, holding exclusive rights to their pet lines, covering design, production, and sales,” said Tao Qifei, Kanine’s China DTC (direct-to-consumer) manager.

“These high-end brands recognize the pet market’s potential but lack specialized teams to tackle issues like pet size variations and design adaptability, resulting in only a few scattered products. That’s where Kanine’s value lies.”

Leveraging its parent group’s three decades of fashion industry experience, Kanine ensures pet lines maintain the same tone as the brands’ human collections, according to Tao. The company has also expanded into sports-themed pet products.

“Many soccer fans want their pets to share their passion, so we’ve introduced collaborative pet collections with teams like Arsenal and Tottenham Hotspur,” Tao said.

Kanine’s ambition extends beyond apparel. “We are integrating more high-end brands into our ecosystem. Currently, we have around 15 stores in the Asia-Pacific region and plan to expand globally in the next 12 to 24 months,” Tao revealed.

“We will also enter the high-end pet food, treat and supplement sectors to fill the gap in China’s premium pet nutrition market.”

She emphasizes the core principle, “Extend the high living standards that pet parents pursue to their furry family members.”

Contact the writers at heqi@chinadaily.com.cn