'Dogradation'? Lloyds puts over-dressed pooches on the catwalk at London Fashion Week

One for the helicopter pet parents, responsible canine care, brilliant promo, nasty bit of 'dogradation'....? Possibly a bit of each, as Lloyds Pet Insurance collaborates with designers Chopova Lowena in a bold parody of fashion and dog ownership at London Fashion Week. We've seen robot dogs on the runway, but these patiently, patently over-protected dogs are a novel way of promoting the values of pet insurance. The sector is itself increasingly drawing criticism for exploitative pricing, over-testing, and over-medication. This campaign was based on research commissioned by Lloyds, which said that "while 92% of pet owners have bought clothing for their dog, only 53% have pet insurance, despite 38% having faced an unexpected vet bill of £500 or more.[....]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. Emma Chopova and Laura Lowena-Irons, founders of Chopova Lowena, said: “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.”

Keywords: Lloyds Pet Insurance x Chopova Lowena, pet insurance, dog fashions, pet care costs, dog lovers, Publicis Go