The 'pet parents' spending thousands on designer clothes and flights for their dogs
Maddie Frances with Winston, her pet Corgi, who enjoys custom outfits, premium dinners and spa treatments around the world - Andrew Fox
Maddie Frances developed a medical condition in 2020 which meant she could no longer travel alone. This was an issue as Frances, 36, and her husband currently live between Miami and the UK.
A friend suggested that a service dog trained to use its sense of smell to detect medical crises or allergens could be a solution.
In 2022, Frances introduced Winston the Pembroke Welsh Corgi to the family. “For me it was a double bonus: I could travel again on my own, and I was finally going to have a dog.”
As soon as he was brought home, the basics weren’t an option for Winston. “I knew from the beginning he was going to be treated like my son,” says Frances.
As a nation of dog-lovers, it’s perhaps unsurprising that 16pc of owners think of their dogs as their children, according to research published in the European Psychologist.
In some exceptional cases, this means they’re prepared to spend whatever it takes in order to give their beloved pets what they consider to be the best life money can buy.
Winston is Maddie’s service dog – and she makes sure he is well looked after for his efforts - Andrew Fox
Frances imported an orthopaedic dog bed for Winston, costing around £377. She stocked up on pet food which now runs her a bill of around £450 a month. Winston also goes to the groomer twice a month at £90 a pop.
“He isn’t just my pet. He keeps me safe. He doesn’t work for free.”
Dogs have long-established their cushty position as man’s best friend. The UK is now home to around 13 million of them, nearly double the number in 2011, with pet ownership spiking during the pandemic.
Dog owners spend almost twice as much as cat owners each year – an average of £2,101 compared to £1,124 – according to research from specialist pet insurance provider, Insure Your Paws. This includes the cost of food, vet bills, insurance, and pet clothes.
However, dog owners often incur extra costs that cat owners don’t have to pay for, such as grooming, walking and training.
The research reveals that almost a quarter of all pet owners in Britain say money is no object when it comes to their pet’s health and happiness.
But some are taking this a step further, spending thousands in order to turn their pets into social media influencers, drawing in big audiences and lucrative brand partnerships.
‘He genuinely is a snob’
When it was time to test Winston on his first flight, Frances booked a flight from Colorado to Las Vegas on a private jet. “He loved it,” she says. “I have a video of him coming down the stairs to a royal trumpet.”
The experience cost $16,000 (£12,000). Now, if Frances tries to take Winston on a budget airline, his reaction is “total disgust”.
Winston’s wardrobe is another expense Frances is happy to splurge on, with jumpers from Gucci and Louis Vuitton. His collar is £600 from Goyard.
All this doesn’t mean Frances won’t shop for Winston from cheaper retailers. “I’m not shy about buying from Alibaba either.”
She also has custom outfits – including a pilot outfit and a Guards outfit – made for him, which range from £45 to £75 per look.
Three-quarters of “pet parents” in one survey say they’ve splashed out on something they consider to be extra special for their animal, with Gen Z and Millennials the most likely to spend, at 86pc.
Since his first time on a private jet, Winston has travelled to 15 countries, and stayed at luxury hotels such as the Peninsula in Paris.
“When we arrived, he had a custom Peninsula outfit waiting, a silver food bowl and a menu. They also had a spa option for him – a groom, brush, massage, and a paw treatment.”
Frances started posting all about Winston’s travels on his Instagram, YouTube and TikTok accounts, Worldwide Winston, initially spending her own money on white-glove hotel service, private jets and business class seats.
“It was bizarre and interesting to people that somebody was spending this kind of money on their dog,” she says.
The accounts quickly amassed followers and eventually Frances was able to turn Winston’s brand deals and partnerships into her full-time income. “Anything I spend on him is essentially his money. My credit cards literally say ‘Worldwide Winston’.”
Recommended
'My corgi costs £2,000 a year – I'd rather spend on him than me'
If social media went away tomorrow, Frances would happily go back to spending her own money again – and she would need to in order to keep up with Winston’s high-end tastes.
“He genuinely is a snob. When we go somewhere and people say ‘I hope it’s up to Winston standards’, they’re not joking.”
‘She has about 42 tutus, 80 bows, and over 60 dresses’
Leone Galler, 59, has had two chihuahuas, Romeo and Reggie, for the best part of a decade. But she always knew she wanted a girl eventually. In April 2022, Willow, a lilac long-hair chihuahua, joined the family.
Leone estimates Willow’s wardrobe is worth around £20,000
Following in her brothers’ footsteps, Willow works as a dog model and has a wardrobe full of bespoke outfits. Galler, who lives in Kent with her husband, spends her time managing Willow’s modelling career.
She estimates Willow’s wardrobe is worth around £20,000. “She must have about 42 tutus, around 80 bows, and over 60 dresses,” she says. “That includes some gowns that have been lent to her that are around £10,000 each.”
Brands frequently give outfits for Willow to model on her Instagram, Littlewillow10, and Galler will spend a few hundred pounds a month herself on new ensembles.
Galler is in the process of turning her son’s old bedroom into Willow’s dressing room, complete with multiple wardrobes and a wall dedicated to her magazine features. Her husband is a builder and plasterer and will take on most of the work, which she estimates will cost a few hundred pounds.
Aside from her modelling career, Willow is just like any other dog. “The dressing up is 10 to 15 minutes out of her day,” says Galler. “After that she’s back to chasing the boys around the garden and playing in the dirt.”
For their birthdays, Galler makes an extra fuss of the three dogs. Each year they get a night in a dog-friendly hotel with balloons, a birthday cake and presents, costing around £200.
“All three of them are spoilt, but they just get all the love we have to give,” she says.
‘I love spending money, but I especially love spending it on Harold’
Stacey Miller, 25, had an ambition to own a chihuahua.
One evening she was idly scrolling through a pet site. “At the time I was feeling quite low, and when I saw Harold and looked into his eyes, I just knew he was the one,” she says.
Stacey Miller estimates she spends around £200 a month on Harold’s outfits - Daniel Jones
Whenever Miller, who lives in Kent, spends money on herself, she feels it’s only fair to spend the same on Harold. “I love spending money in general, but I especially love spending it on Harold.”
She spends around £200 a month on new harnesses, hoodies, and collars from brands she discovers on social media. “I never thought that I would be as obsessed with it as I am,” she says.
Receipt: Harold's monthly expenditure
Clothing for pets is a booming business, with the market projected to surpass $5bn by 2031.
Brands, from H&M to Hermès, are capitalising on the trend and launching their own apparel lines for dogs. At John Lewis, searches for dog coats were up 33pc year on year in January.
The RSPCA says that clothes can be useful for visibility and warmth, but they should not get in the way of animals’ normal behaviour.
A spokesman says: “We are concerned about the growing dog clothing and accessory industry. As well as welfare concerns, dressing up animals can change the way we view them, seeing our pets not for the amazing animals they are and instead more like humans.
“Although we know owners love their animals, treating them like people can make it harder to recognise their pet’s specific welfare needs, especially when some costumes can prevent animals from expressing their emotions.”
Harold even gets ‘pocket money’ – £50 a month - Daniel Jones
Miller buys Harold a new bed every month, costing around £30 each time, and he gets groomed once or twice a month at £50 each visit.
Miller used to work as a dog groomer, but recently gave it up to focus on Harold’s career as a dog model and influencer on his social media account haroldxchi. She hopes this will eventually turn into her full-time income.
From his earnings, Miller gives Harold pocket money to “spend”. “I give him roughly £50 a month,” she says. “I’ll take him into the pet shop on our high street and let him sniff out what he wants.
“He’s treated better than most humans.”
Recommended
How the 'dual income, no kids' generation is spoiling their pets on holiday
Play The Telegraph’s brilliant range of Puzzles - and feel brighter every day. Train your brain and boost your mood with PlusWord, the Mini Crossword, the fearsome Killer Sudoku and even the classic Cryptic Crossword.
