Straining at the leash for high fashion

Reebok also made its debut at the Petjoy Fashion Week after launching a pet line in November. Qi Yan, the person in charge of Reebok Pet, says that this time they brought a series of sports jerseys, including basketball and football jerseys, which were very popular among the pet owners who attended the fashion show.

"Clothing for pets has become necessary as some are very sensitive to the cold. Moreover, as more people like to take their pets outdoors, they hope their pets can also be dressed in a stylish and fashionable way," Qi says, adding that in the future, the company will continue to focus on the sports sector and launch different types of pet clothing based on the sports that young people like.

Zhang Xin, director of the Petjoy Fashion Week, says that pet fashion is no longer just about clothing, it has now evolved into pet collars, shoes, accessories, backpacks, and various smart wearable products. Along with many emerging domestic independent designer brands participating, overseas brands also used Shanghai's fashion week for pets as a platform to test the Chinese market.

The event also attracted newcomers like Highoof, a brand under Shanghai Soap Co. Founded in 1923, the century-honored company is renowned for its Flauhra shampoo and Shanghai Yaozao (medicine included) soap. With the rise of the pet economy, Highoof, launched in 2024, is applying the company's bacteriostatic expertise to pet care.