D&G Enters Pet Market with High-End Dog Fragrance 'Fefé'

Dolce & Gabbana has introduced a luxury fragrance for dogs named Fefé, inspired by co-founder Domenico Dolce’s pet. Priced at €99 (£84), Fefé features notes of Ylang Ylang, Musk, and Sandalwood, packaged in a green lacquered glass bottle adorned with a 24-carat gold-plated paw print and an exclusive Dolce & Gabbana dog collar.

The fragrance was developed by master perfumer Emilie Coppermann, known for her work with Givenchy, Chopard, and Karl Lagerfeld. It is alcohol-free and vet-approved.

The promotional film for Fefé features various dogs and highlights the fragrance's unique qualities. Fefé was initially adopted by Stefano Gabbana but was later given to Dolce due to compatibility issues with Gabbana’s cat.

The pet product market is booming, valued at $320 billion annually and projected to reach $500 billion by 2030. While Dolce & Gabbana is the first luxury brand to offer a pet fragrance, other labels like Miu Miu, Burberry, and Louis Vuitton have ventured into high-end pet accessories.

Fefé is currently available in Europe and the U.S., with plans for further expansion. "The market has reacted well; everyone went crazy at the announcement," Gabbana told Corriere della Sera.