Fairy tales have always been an important source of inspiration for designers, photographers and advertisers. No need to read Bruno Bettelheim’s “The uses of enchantment” to see that their references to childhood and their symbolism echo more adult behaviours. This year, the little riding hood has becoming a fashion icon, far away from the innocent fairy tales we used to read.

Red Valentino fw2014 campaign

Red Valentino, Fall/Winter 2014-2015 campaign

Dolce and Gabbana AW2014

Dolce and Gabbana Fall/Winter 2014-2015 runway

Alice and Olivia FW2014 campaign

Alice and Olivia 2014-2015 Fall/Winter campaign

Nina Ricci 2012 campaign

Nina Ricci 2012-2013 campaign

Vogue September 2009Vogue, September 2009


Brands are social constructs that exist in the consumer’s mind. It is something intangible, the feelings and thoughts we all have about a company, a product or a service. Strongest brands have been building their image throughout the years. They have been strategically intelligent enough to constantly evolve in order to suit changing market conditions.

The peak of a brand occurs when the image of the product itself creates a wealth of values and imaginary to customers. The product speaks for itself and there is no need for further explanation.

Chanel Coco Noir 2013 adChanel Coco Noir, 2013 ad

Lady Dior 2011 ad

Lady Dior bag, Christian Dior, 2011 ad

 mcdonalds 2013  ad_2 mcdonalds 2013 adMcDonalds, 2013 ads

Family has always been part of advertising campaigns. While after the industrial revolution it was often portrayed to emphasize the traditional roles of each members, publicists are now playing on its representative and symbols. When family is still represented in a stereotypical way in more conservative countries, our occidental cultures make fun of representations. Even if, according to some sociologists, collectivitstic societies gain more succes with family advertisements, our reputably individualistic ones have begun to play with family symbols and the roles and hierarchy of its members.

Petit Bateau, a French apparel brand launched in 1920, uses family members from all ages to demonstrate that its multi-generational style remains timeless while Dolce and Gabbana plays with the imaginary around Italian traditions.


Tommy Hilfiger Fall/Winter 2011 campaign

Dolce and Gabbana, SS2013

 Dolce and Gabbana Spring/Summer S2013 campaign

Dolce and Gabbana SS2012 campaign

Dolce and Gabbana Spring/Summer 2012 campaign

Missoni, SS2010

Missoni Spring/Summer 2010 campaign


Petit Bateau 2011 campaign

petit bateau 2009 campaign

Petit Bateau 2009 campaign

Aigle FW 2012 campaign

Aigle Fall/Winter 2012 campaign

Sandro 2011 FW campaign

Sandro 2011 Fall/Winter campaign

Last year, a friend of mine showed me a picture of a cat wearing a wig. At first, I have to admit that I couldn’t believe it! After a good laugh, I then discover that dressing up your pet was actually a new trend. Even the Huffington Post recently published an article called ” Dogs wearing pantyhose: Owners put tights on their canines in China“!

Glamourpuss, the enchanting world of kitty wigs, July Jackson and Jill Johnson, 2009

“Glamourpuss, the enchanting world of kitty wigs”, July Jackson and Jill Johnson, 2009

Huffington Post, 04.05.2013

Slidshare published on the webpage of the Huffington Post, 04 May 2013.

It is not something new as painters and illustrators have always been interested in the relationship between human people and their pet. One example would be the drawer Louis Wain, well-known for his  anthropomorphised large-eyed cats playing golf or smoking a cigar:

Cat with a Cigar, Louis Wain

Cat with a Cigar, Louis Wain, 1905.

More recently, it seems that the increasing number of fashion blogs led bloggers to find new ideas and concepts in order to attract audience. The blog Menswear Dog, created by the New-Yorker Dave Fung at the beginning of the year, has already attracted more than 500’000 visitors. During a Saturday afternoon, Dave and his girlfriend decided to dress up their shiba inu Bodhi with Ralph Lauren, Levi’s, Gant, Prada and other stylish vintage clothes. According to Rosanna Casper, guest blogger for the Bridal Guide website, cats and dogs are also invited to suit up for special events such as weddings…

Menswear dog

Menswear dog 2

Menswear dog 3 Menswear dog.4Pictures from the Meanswear Dog blog. (Dottie Photography)

Pictures from Bridal Guide online.

Cat café in Tokyo, psychologists for cats and dogs, spas and TV channels dedicated to pets… when a new Pet fashion week?

APTOPIX Fashion Joy Han Spring 2008Joy Haan Spring/Summers 2008 (picture taken from

Chanel Fashionshow A:W Fashion Show Autumn/Winter 2013-2014 (picture taken from

Chanel Fashionshow A:W

Chanel Fashionshow Autumn/Winter 2013-2014 (picture taken from

Marc by Marc jacobs Fashionshow S:S

Marc by Marc jacobs Fashion Show Spring/Summer 2008 (picture taken from

Jean Charles de Castelbajac Fashionshow S:S

Jean Charles de Castelbajac Fashion Show Spring/Summer 2009 (picture taken from Shoes, F:W

Balenciaga Shoes, Fall/Winter  2007-2008 (picture taken from