Wedding gowns for dogs? Indonesia's luxury pet fashion boom
Key Takeaways
Indonesian brand Pawstyle creates luxury couture outfits for pets.
Wedding-style gowns and matching owner outfits are gaining popularity.
Customers from Thailand, Vietnam and the US are ordering online.
An Indonesian designer is drawing international customers with premium pet outfits created for weddings, photoshoots and other special occasions.
Luxury pet fashion is gaining momentum in Indonesia, where a Bandung-based fashion house is attracting dog and cat owners with couture outfits designed for special occasions.
Footage recorded on Thursday shows a studio photoshoot in South Jakarta featuring Pawstyle's latest collection. The brand dressed dogs in elaborate wedding-style gowns and modern kebaya-inspired outfits, while their owners wore matching ensembles ahead of a pet photography exhibition in Jakarta.
The collection is made from premium fabrics with hand-sewn embellishments and is designed for formal parties, fashion shows and professional photoshoots.
Pet owner Citra Skolastika said dressing her dog in matching clothing creates lasting memories.
"It's such a wonderful feeling to see my beloved fur baby wearing a special outfit, just like I am. It makes me feel like we're perfectly in sync. Moments like these are always exciting for me and my fur baby because I want to capture and preserve as many sweet memories as possible," she said.
Pawstyle founder and designer Alvin Oey said the brand was launched during the COVID-19 pandemic in 2021 after years of designing clothing for people.
He said public attitudes towards pet fashion have changed, creating opportunities for more specialised designs.
"I design these outfits using fabrics that ensure dogs stay cool and comfortable. The materials adhere to the same safety and comfort standards as those used for children's clothing," Oey explained.
He added that while the tailored outfits are stylish, they are intended only for short periods during special events because comfort remains the priority.
Pawstyle has expanded beyond Indonesia, with customers from Thailand, Vietnam and the United States placing orders online, reflecting growing international interest in premium pet fashion.
This story is written and edited by the Global South World team, you can contact us here.
