Fashion’s newest models have four legs

Publicis Groupe’s Power of One team, Publicis Go, has partnered with Lloyds Pet Insurance and fashion label Chopova Lowena to highlight the role of pet insurance through a couture collection for dogs.

The collection turns everyday risks into exaggerated fashion pieces, including parachute-inspired designs, anti-theft wear and protective outfits. The campaign uses humour to contrast elaborate physical protection with pet insurance as a more practical way of managing unexpected veterinary costs.

Publicis Go brings pet protection to fashion week

The campaign was developed from research commissioned by Lloyds, which found that 92 percent of pet owners have bought clothing for their dog, while 53 percent have pet insurance. The research also found that 38 percent of pet owners have faced an unexpected veterinary bill of £500 or more.

Each garment was developed using real-life pet data and designed in collaboration with veterinarians. The resulting collection presents exaggerated versions of protective clothing to underline the risks pet owners can face.

Chopova Lowena creates couture for dogs

Ben Mooge, Chief Creative Officer at Publicis Groupe UK: “Pet owners worry about their dogs. A lot. So we took that perfectly reasonable instinct and pushed it to a fairly unreasonable conclusion. Airbag puffers. Parachute suits. Anti-theft armour. All designed with Chopova Lowena and modelled by some extremely patient dogs. The moment we had this idea, London Fashion Week felt like the place we had to launch it.”

The partnership brings Lloyds Pet Insurance into a fashion environment, using Chopova Lowena’s SS27 runway as the setting for the campaign. The collection was designed to make pet safety visible through exaggerated fashion rather than conventional insurance advertising.

Lloyds uses fashion to highlight vet costs

Sam Taylor, Head of Insurance Marketing, Lloyds Banking Group: “Our latest data shows just how unexpectedly pets can end up needing veterinary care, and how costly those trips can be. We want pet owners to feel confident that, when the unexpected happens, they can focus on getting their pet the care they need rather than worrying about the cost. That’s why we’re excited to bring our ‘Overprotective Wear’ collection to life with Chopova Lowena, using fashion’s biggest moment of the year to shine a light on very real issues for pet owners.”

The campaign positions pet insurance as an alternative to relying on physical protective measures when unexpected veterinary treatment is required.

Chopova Lowena brings pets into fashion

Emma Chopova and Laura Lowena-Irons, founders of Chopova Lowena: “Our dogs are our worlds, so we know just how special pets are and how important it is to keep them safe. We felt passionately about finding a way to bring that feeling to life, letting our imaginations run wild and turning the idea of pet safety into an exciting visual representation. It was a project we feel incredibly excited to be a part of!”

The Overprotective Wear collection combines the fashion label’s design approach with Lloyds’ pet insurance message, using the London Fashion Week runway to draw attention to the gap between pet ownership and insurance coverage.

www.lloydsbankinggroup.com

www.publicisgroupeuk.com

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