Fashion: is it going to the dogs?

It's official: doggy daywear is going mainstream.

Global fashion platform Ssense is the latest retailer to tap into the growing trend for canine-friendly fashion, with the launch of a new dogwear category on ssense.com.

The retailer is debuting an initial range of apparel and accessories spanning harnesses, leashes, collars, sweaters and collar charms, priced from USD $60 to $1,395. Featured brands include Ashley Williams, Burberry, Heron Preston, Marine Serre, Moncler Genius, Paul Smith and Versace. Further collections by designers including Martine Ali, Maisie Wilen and Thom Browne are scheduled to go live in Spring 2020.

"Increasingly, millennials are spending more on their pets, especially dogs," said Brigitte Chartrand, Senior Director of Womenswear Buying for Ssense, in a statement, noting that almost 80% of the retailer's audience falls in the 18-34 age category. "There is a growing interest to reflect their individual style and their dog's personality through clothing."

Many of the brands featured in Ssense's new category are trying their hand at designing for four-legged models for the first time, but the pet-wear trend has been gaining traction steadily for some time now. In November, the luxury label Moncler teamed up with Poldo Dog Couture for the second time to launch a capsule collection of canine-friendly versions of its signature gilets and raincoats, and last year saw the Swedish fashion giant H&M include a festive dog sweater in its annual holiday collection.