Straining at the leash for high fashion

Doggies in ancient Chinese costumes, internet-famous dog Niu Niu and robotic dog LOVOT as well as hundreds of furry friends in designer clothing shared the same stage during this year's pet fashion show in Shanghai, indicating a booming market for the pet industry.

Over 1 million pet dogs and more than 1.2 million cats attended the annual pet week with their owners, according to the rough estimate of the event organizer.

The 2025 Pet Fashion Trend report revealed during the fourth Petjoy Fashion Week held in Shanghai from March 28 to 30 that China's pet industry reached a scale of 701.3 billion yuan ($96.6 billion) in 2024, with year-on-year growth of 18.3 percent. It is projected that the pet products market will reach 48.4 billion yuan in 2025.

Pet food and medical services still hold core positions, but pet products such as clothing, toys, and health supplements are expanding rapidly at a compound annual growth rate of 13.6 percent, according to the data jointly released by Shanghai Petjoy Fashion Week and China's fashion information platform POP Fashion.

In addition, traveling with pets is gaining ground. Data shows that the "pet travel" category has increased by 33 percent year-on-year, with a surge in demand for lightweight backpacks, windproof jackets, and leashes.

The four-corner insect-proof clothing launched by the South Korean brand Tailhigh at the fashion week, which uses microcapsule essential oil and physical barrier technology, triggered a buying frenzy in the South Korean market upon its release.

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.

"As a century-old State-owned enterprise, we understand that innovation sustains classics. We merge traditional craftsmanship with modern pet needs, introducing pet care products such as our anti-mite soap and plant-based shampoo, providing care to pet-owning families," says Hou Songtao, general manager of Shanghai Soap Factory Co, during the news conference before the event.

The report also shows that the "child-rearing style" of pet keeping is driving consumption upgrades, with emotional value and social attributes on the rise. People aged 25 to 34 mostly own pets, accounting for 61.7 percent.

Emotional companionship and stress relief have become the main motivations for keeping pets, elevating the relation from basic needs to higher-level value.

"Pets are no longer just companions but very much a member of the core family with strong emotional connection," says Zhang from the Petjoy Fashion Week. "We are witnessing an industry evolution from functional satisfaction to emotional co-creation, which is not just a trend but a profound transformation in the way humans and pets coexist."

The fourth Petjoy Fashion Week kicked off at the Shanghai International Fashion Center, and has attracted brands from 18 countries and regions. It held 15 fashion shows, pet sports championships, coffee cross parties, and other diverse scenarios to build a consumption experience that integrates the virtual and the real.