The inaugural fragrance developed by the Italian fashion house is as expensive as many similar products for women.

Dolce & Gabbana, the world’s known Italian fashion company for ready-to-wear, handbags, accessories, cosmetics, and fragrances, has released a perfume for pet dogs.

Called Fefé, the new fragrance contains “fresh and delicate” notes of Ylang Ylang, Musk, and Sandalwood, and was developed by master perfumer Emilie Coppermann. The product comes in a sleek, green lacquered glass bottle with a vibrant red metal cap featuring a 24-carat gold-plated paw print and an exclusive Dolce & Gabbana dog collar with a tag and is priced at €99. 

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The alcohol-free perfume was named after Domenico Dolce’s pet dog Fefé – a gift from his partner Stefano Gabbana, who’d discovered that the miniature poodle puppy could not get along with his male cat. 

Stefano Gabbana and Domenico Dolce in 2016.

According to the label’s website, Fefé has been tested and approved by the veterinary authorities for sale. Fefé is Dolce & Gabbana’s first product for pets in a growing pet economy of $320 billion annually. Its competitors are already present there: labels like Miu Miu, Burberry, Moncler, and Christian Louboutin all sell distinctive harnesses, leash and collar sets, while Louis Vuitton has a dog carrier with an iconic monogram canvas.

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According to Bloomberg, this market is likely to reach $500 billion by 2030.

The Milan-based company was established in 1985. The most recently available data from open sources say it earned €1.5 billion in 2021 while its net income amounted to €60.5 million.

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