Local pet lovers take their animal adoration a step further.

Pet fashions are not a new trend, but it has been growing throughout the pandemic. Fortune Business reported that the global pet clothing market was worth US$5.01 billion in 2020. One of the reasons is an increasing number of pet owners. By 2028, the market is expected to increase to $7 billion worldwide.

Alena Evelyn loves sharing photos of Elice, her four-year-old female toy poodle, on Instagram.

"I love to dress her up because she's a girl," Alena shared. She adds that she has been dressing her dog since Elice was six months old. For a custom dress for Elice, Alena said she spent at least Rp 500,000 (US$33.62) and added that her impulsive buying was even higher throughout the pandemic.

Alena says she wants to cherish Elice while she can, so she will not regret it later. "She's been with me since I first moved to Jakarta and had no one with me," she added.

Connections: Alena Evelyn, the owner of Elice, shared that dressing her dog could make their bond even stronger. (Courtesy of Alena Evelyn) (Courtesy of Alena Evelyn/Courtesy of Alena Evelyn)

Demand

Rut Margaret, a bridal designer based in Jambi, started her pet clothing line in 2021, right after adopting a poodle.

"One of the things that drives us is we feel like a pet might bring a different dynamic to our household," Rut said, adding that the pandemic drove her to be more creative than ever. She started to make dresses for her poodles and friends.

Alvin Yudianto, a native of Bandung, West Java, and a fashion designer, said he gains a sense of appreciation. "It's fulfilling when others appreciate your works even if they're a simple design," Alvin said.

As a designer, Rut explained that designing clothes for pets is “almost” no different than designing dresses for humans.

"Sometimes, pet owners don't know how to measure their dogs, but I'll let them alter the clothing if it doesn't fit," Rut explained. She also noted that most customers would order dresses or tuxedos for their fur baby's birthday or a more significant event like a family photoshoot.

The Guardian reports that the pet fashion trend is increasing due to “anthropomorphism trends”, the term for humanizing non-human entities.

Psychologist Yunike Balsa Rhapsodia tells The Jakarta Post that it is normal for pet owners to humanize their pets. Humans are social creatures and tend to project their emotions onto other objects.

"In a way, pet owners can relate to their animals because they have emotions," Yunike said. She also emphasized that there is a higher tendency among people to anthropomorphize their pets when they live alone.

Jasmine Jawie, an intuitive animal communicator, explains that the pandemic popularity of human-like treats or clothes is escalating because pets are becoming more fully established as a “primary family member”. Pet owners spent more time with their dogs and cats during the pandemic.

"Situations like working from home brought people closer to their pets, helping them to stay sane while staying home," she closed.

But the popularity of pet clothing itself is also supported by social media and the rise of other pet products like pet photography and pet influencers, which Rut describes as mutualism.

In a month Rut can design six to 10 dresses ranging from Rp 500,000 to Rp 900,000, depending on the complexity.

"It also depends on my schedule as a wedding dress designer because a dog's dress can take up to a week," Rut, whose primary customers are from Jakarta and Surabaya, explained.

But again, it depends on the pet owners. Alvin said that one of his clients spent Rp 4.5 million for a dog’s dress.

“You wouldn’t believe it was for a chihuahua. She wanted all the premium material for her pup,” he said.

Source of inspiration: Alvin Yudianto is inspired by his dog Luna to create a clothing line dedicated to pets, a business that has been growing throughout the pandemic. (Courtesy of Alvin Yudianto) (Courtesy of Alvin Yudianto/Courtesy of Alvin Yudianto)

Understanding the pet

As a designer, Rut noted that it is essential to understand the pet's behavior as it will affect their comfort. "It's important because some dogs who have become influencers are used to getting dressed. So we need to consult with pet owners," Rut shared.

Moreover, pet owners should also pay more attention to the fabrics used. Alvin suggested that pet owners use the textiles used to make their own outfits, like satin. He explains that satin is a lightweight fabric that does not trap body moisture.

Alvin also suggested that pet owners who want their furry friends to get dressed quickly must start it from a young age.

"One time, there was a French bulldog who destroyed its dress. But, animals will get used to it if you have dressed them since they were young," Alvin shared.

Connections: Alena Evelyn, the owner of Elice, shared that dressing her dog could make their bond even stronger. (Courtesy of Alena Evelyn) (Courtesy of Alena Evelyn/Courtesy of Alena Evelyn)

Do's and don'ts

While it is tempting for pet owners to dress their furry friends adorably, pet owners must be more careful about their health issues. Veterinarian Putu Suandhika advised that pet owners should not dress animals for too long. Putu added that the humid weather can cause pets to get skin irritations such as dermatophytosis, also known as ringworm.

He adds that if pet owners plan to dress their pets up, their clothes should not restrict movement or affect their ability to relieve themselves. "Smaller dogs are more active than larger ones. Tight clothes will make the pets feel stressed," Putu said.

“I think the industry will still grow, as more people are willing to pay more for their hobbies, including clothes for pets,” Alvin closed.