London Fashion Week welcomed dogs on the catwalk, courtesy of Lloyds and Chopova Lowena. In an unlikely partnership, the brands joined forces to showcase the importance of keeping pets protected, unveiling a one-off couture collection for dogs that reimagined everyday risks as extreme fashion statements. From puffer jackets to parachute inspired looks and anti-theft wear, the tongue-in-cheek collection was created to show what uninsured dogs might have to wear to stay safe and avoid costly vet bills for their owners.
Each look was created using real life pet data and designed in close partnership with veterinarians. The message of the collection is clear: while protective outfits make a striking statement, there is a far more practical way to help protect pets and owners from the unexpected – pet insurance.
According to a study by Lloyds, 92% of pet owners have purchased clothing for their dogs and yet only 53% of them have pet insurance. This is despite 38% of owners having experienced an unexpected vet bill between £500-£2,000+
The Association of British Insurers also notes that pet insurers paid out a record £1.23 billion in claims in 2024. Dogs accounted for £933 millions of those claims, underlining how quickly treatment costs can add up when pets need urgent care.
Sam Taylor – Head of Pensions and Insurance, Brands Marketing & Experience said: “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.”
Meet the Protective Wear collection
The Airbag Puffer: A hi-vis, heavily padded puffer jacket designed for maximum visibility, impact protection and maximum drama.
37% of UK pet owners fear road accidents when it comes to their pet’s safety, with some of the costliest cases involve dogs needing treatment after being hit by a car.
The Fall Suit: A parachute-inspired couture creation with sculptural volume and protective padding, designed to spotlight the risks of unexpected falls.
A further 36% of respondents in the UK have experienced their pet falling or injuring themselves while playing.
The Anti-Theft Shell: An innovative safety outfit embedded with alarm technology, created to help deter would-be thieves from snatching pups.
With dogs stolen every day in the UK, and 35% of UK pet owners concerned for their own dogs safety, we need to go to extreme lengths to keep our dogs safe. Lloyds offer £1,000 towards retrieving lost or stolen dogs and a £250 reward for when they’re found.
Emma Chopova and Laura Lowena-Irons 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. It was a project we feel incredibly excited to be a part of!”
