Sniffie Ready-to-Wear Debuts at the Upper House Hong Kong
By Si Si Penaloza
Move over New York Fashion Week, there’s a new catwalk in town. Or, rather, a runway of a more canine persuasion. Sniffie has taken over runways from London to Hong Kong. Mind you, Sniffie isn’t just any pet startup. It’s the brainchild of founder Caroline Roberts, whose design industry credentials include stints at none other than Victoria Beckham, Dolce & Gabbana and Loewe. In fact, Sniffie was given the honor of soft launching at London Fashion Week this past fall.
The new online dog outfitter debuted its Autumn/Winter 2017 collection to much fanfare, and may just break the mold of infantilizing dog tutus for good. In the era of Menswear Dog on Instagram — aka the Shiba Inu sensation with a more stylish wardrobe than most Fortune 500 executives — we should be way beyond the early, clumsy, “let’s play dress up” efforts in the pet space.
Sniffie is a contemporary luxury brand for dogs that already has LFW and a haute Hong Kong debut on its calling card. Think diamante encrusted coats to rival Balmain. Silky bombers reminiscent of Gucci. Now we’re in new territory. Given the scope and sophistication of the inaugural Sniffie collection, it’s safe to say Roberts has been underwhelmed by her competition.
Much of the petwear market is full of fast fashion mistakes – poor quality, childish and made to last a season and end up in a landfill, by the side of the road, or worse, ingested by your pet due to poor stitching. Let’s face it, people don’t do hand me downs with pet clothes. Or do they? Sidebar: If you have ever hosted a pet shower or pet fashion swap for your friends, reach out to me, I’d be interested in writing about it.