Cute animals in fashion editorials are nothing new, however there’s seldom fashion stories produced solely for the animal’s benefit. Animals are much more than props and we believe that if they are going to be a part of a fashion editorial, they deserve to have their best interests placed at the forefront and the production should be for their benefit. By utilizing fashion to elevate pups in need, we promote the livelihood of homeless dogs and raise awareness around the importance of adopting, rather than purchasing, pets.
According to Best Friends Animal Society, 46% of adults between ages 18 to 34 are more likely to purchase a pet from a breeder or pet store than to consider adoption. It was this fact that prompted us to create Denim & Dogs with Live FAST Magazine. As a fashion & culture outlet, their audience is the same demographic population that is more likely to purchase rather than adopt a dog. By partnering with Live FAST, we influence this particular group of young people through elevated fashion imagery that promotes a positive message. Such visual storytelling is bound to influence their present and future pet adoption decisions.
When developing this concept, we knew partnering with a social media-friendly animal rescue was crucial to this series’ success. Much Love Animal Rescue has an established social media presence, thus making them the key partner for Denim & Dogs. As a facility-free organization, Much Love’s foster parents are willing to make themselves available for transporting and caring for the dogs during the shoot. This ensures the comfort and safety of the dogs, which is our number one priority. Furthermore, the social media presence of all parties involved contributed to the feature’s success, as it produced over 50K+ impressions.
Pit bulls have a bad reputation, which makes people hesitant to adopt them. While the breed doesn’t have any genetically produced behavioral problems, they do struggle to contain their affection and can be difficult to manage due to their strength. This bad reputation has devastating results for pit bull dogs - they are by far the most likely to be euthanized than other dog breeds. Despite the negative connotations attached to pit bulls, they are incredibly sweet and fun-loving animals. Our inaugural dog, Bailey, is no exception to this! To help communicate his incredible personality, we opted to capture Bailey interacting with our model.
Quirky subtitles help translate his wonderful personality traits and a video component shows off Bailey’s playful nature. We chose Bailey not only because he’s been searching for his forever home for quite some time, but because his active personality would be a great fit for the health conscious, adventurous Live FAST reader.
Our honest portrayal of Bailey’s sweet, noble personality is intended to both help him find a home and remedy the negative misconception of pit bulls.
To ensure Denim & Dogs was as impactful as possible, we collaborated with like-minded brands, talent, and artists. Ashley Louise, the featured model, is not only obsessed with dogs, but is particularly in love with pit bulls. By partnering with those who truly believe in bettering the lives of homeless dogs, we were able to create an honest, tender, and touching feature.
Premium denim brand AGOLDE was a natural fit for Denim & Dogs given their youth culture complex and outspoken activism on their social media outlets. When it came to supplemental styling pieces, we were careful to only incorporate accessories that further supported the Denim & Dogs message - from the ‘I Pet the Dogs’ tee to the cute dog-related pins and patches all over the denim jacket.
This story prompted interested parties to attend Bailey’s recent adoption event. We realize that most dog owners end up adopting a dog because they immediately fall in love after meeting the pup. Our second installment will utilize an IRL component to help us succeed in place dogs in homes.