"It's my first time bringing 'Dabao' to the Petjoy Fashion Week, and the atmosphere is absolutely electric. We've made so many new friends here, and the charming outfits from various designer brands have completely captivated us." We caught up with Wu Mengcheng backstage as she and her dog Xu Buding prepared for the runway show. The 4th Petjoy Fashion Week kicked off at the Shanghai Fashion Center on March 28.

With the theme "Harmony and Coexistence", this year's event highlights the symbiotic bond between humans and pets. With a variety of activities and immersive experiences, it offers a spectacular fusion of fashion, technology, art, and culture for pet lovers around the globe.

The opening show, with the theme "Luxury in the Wild", showcased the Petstar2025 Spring/Summer Light Luxury Collection. Yu Xiaochun, Vice President and Brand Principal of Petstar, said, "This marks Petstar's fourth appearance at the Petjoy Fashion Week. Last year, we made a splash with dogs strutting down the runway in horse-faced skirts, infusing the pet world with a touch of Chinese chic. This year, we're set to stage three themed new product launch shows, aiming to explore the myriad possibilities of human-pet interaction through our immersive fashion showcases."

From pet travel to home entertainment and social interactions, this year's Petjoy Fashion Week has taken pet fashion far beyond just clothing. It now encompasses collars, shoes, accessories, backpacks, grooming supplies, and even smart wearables.

ZOZORIKA, a brand barely three years old, is already a familiar face at the Petjoy Fashion Week. As a sustainable pet lifestyle brand, it merges fashion with eco-friendly materials, appealing to many young pet owners. "We've introduced the world's first carbon-neutral pet clothing here, using 3D virtual design, innovative materials, and blockchain to track carbon footprints, reducing carbon emissions throughout the clothing's lifecycle," said the brand founder Zorika. This year, they will debut an eco-friendly pet shirt. "Made from OEKO-TEX® STANDARD 100 certified materials, the shirt turns pets into trendsetters for sustainability."

The pet fashion trend has also lured in some well-established brands. "Seagull", a time-honored brand under Shanghai Soap Group, is venturing into the pet grooming niche. It unveiled its Seagull pet care line at this year's Petjoy Fashion Week and sought pet ambassadors. Chen Rui, Brand Principal of Seagull Pet, noted, "We've leveraged our expertise in mite elimination, antibacterial action, and odor neutralization for pet grooming. This not only modernizes the traditional benefits of sulfur soaps but also embodies the harmony between humans and pets."

Hailing from South Korea, TAILHIGH, a trailblazer in pet outdoor gear, made its mark at this year's Petjoy Fashion Week. Guided by its mission to "ensure every outdoor adventure is a blend of comfort and safety for pets and their owners", the brand has carved a niche with its hybrid harness - a sleek, functional marvel equipped with a retractable leash and secure locking mechanism. Beyond this, TAILHIGH has redefined innovation with products like life vests and rainwear, masterfully weaving traditional Korean artistry with contemporary design to strike the perfect balance between utility and elegance. At this year's Petjoy Fashion Week, TAILHIGH will unveil its new pet insect-repellent jacket, which employs a dual-defense system of microencapsulated essential oils and physical barriers. Since its launch in South Korea, it has garnered a following among pet owners.

"This year's Petjoy Fashion Week stands out from previous editions by focusing on creating unique pet consumption experiences. Young pet owners are increasingly seeking novel experiences when they spend money," noted Zhang Xin, General Manager of Shanghai Fashion Center Park Management Co., Ltd. and Head of the Petjoy Fashion Week project. In response, this year's event has introduced a range of pet-related consumption scenarios for pet lovers to explore. These include 15 "See Now, Buy Now" pet fashion shows, the "Shanghai Petjoy Championships: Light-Chasing Pet Run" for pet sports enthusiasts, the "JD Supermarket New Love's Tail" Pet Market, the "ANFFF Symbiosis Charity Art Exhibition", and the "HappyPawPaw Pet Photography Exhibition".

"Our partnership with the Petjoy Fashion Week is not a first, and we're excited to leverage our unique IPs like 'New Love's Tail' to expand our offline presence. We aim to create a space where pet owners can showcase their pets and interact with each other," said Ms. Luo, Head of Marketing at JD Pet.

Moreover, this year's Petjoy Fashion Week will team up with the Shanghai International Coffee Culture Festival for a creative "coffee + pets" collaboration, offering a uniquely soothing pet fashion coffee party experience.