More Greyhounds as models
Greyhounds have traded places with traditional models in a new campaign for the Italian heritage label Trussardi.
The brand dressed the brown-and-white dogs – which happen to be its mascot - in sunglasses, jackets, and handbags from its spring 2014 collection.
The campaign represents a growing trend for fashion labels to cast canine models over human ones - a movement that is led by famous photographer William Wegman.
High-fashion dog: Trussardi has hired famous photographer William Wegman to shoot its spring 2014 campaign where Greyhound dogs take the place of models
In the coat: Trussardi's fine leather coats take new shape on the back of a Greyhound
Trussardi commissioned Mr Wegman for its latest campaign based on his work with Weimaraner dogs, which has previously landed him commissions by fashion labels including Acne.
Both these canine features, paired with the rising popularity of a blog titled Menswear Dog, make it clear that dogs modeling human fashions is on the rise.
Mr Wegman’s images make it a bit difficult to envision how Trussardi’s clothes would fit actual person.
But by photographing the clothes on greyhounds, the label’s designs are turned from functional objects into an art piece.
What the images lack in literal commercial appeal is made up for with novel fun.
‘I dedicate this project to the greyhounds of Trussardi,’ Mr Wegman said in a statement. ‘Mysteriously calm, wonderfully photogenic, and, most of all, incredibly elegant.’
Mr Wegman’s works are currently housed in the permanent collections of art establishments including the Museum of Modern Art, The Whitney Museum, and the Centre Pompidou.
Historical origins: Trussardi chose the greyhound over Mr Wegman's traditional use of Weimaraners because the dog is its longtime mascot
High-profile: Mr Wegman's photography is housed in the permanent collection of art establishments including MoMa and the Centre Pompidou
His work for Trussardi, as well as Acne’s spring 2013 campaign featuring his famous Weimaraners, have made him fashion's indisputable dog whisperer.
The Acne campaign, which was plastered around New York City in a guerrilla marketing move, featured Mr Wegman’s own dogs dressed in the brand’s tropical prints, Panama hats, and awkward-chic jelly shoes.
While Mr Wegman’s photographs have been circulating through the art world since the early 70s, his fashion ad work emerged around the time that a blog titled Menswear Dog began to gain ground online.
Previous fashion work: Mr Wegman has also photographed Acne's campaign where his own Weimaraners were dressed in the brand's spring 2013 designs
The website sees a four-year-old Shiba Inu named Bodhi dressed in full outfits that avid shoppers can buy for themselves online.
Launched last January, the site has become so popular that it spawned a Menswear Dog calendar for 2014.
Read more: http://www.dailymail.co.uk/femail/article-2538698/Who-needs-supermodels-Fashionably-dressed-greyhounds-center-stage-new-menswear-campaign.html#ixzz2qJ5CgidA
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