Fragrance for dogs launched by Dolce & Gabbanahowever at the same time causing the reactions of animal welfare organizations.

“Unconditional love”, “loyal” and “playful” are some of the words at the heart of the Italian fashion house’s latest campaign for its new alcohol-free dog fragrance.

“I’m sensitive, authentic, charismatic,” the ad begins, “because I’m not just a dog, I’m Fefé».

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For 99 euros, owners can acquire the fragrance with its “warm notes”. ylang ylang, musk and sandalwood. The bottle of the luxury fragrance has a 24-karat gold-plated foot, while customers are offered an exclusive Dolce & Gabbana dog collar with tag.

But Britain’s biggest dog welfare organization has warned that the smell could be unpleasant for pets – and hinder their ability to bond with their environment

According to the organization, dogs rely on their sense of smell to communicate and interact with their environment as well as with humans and other animals within it. Therefore, strongly scented products such as perfumes or sprays should be avoided, especially as some smells can be really unpleasant for dogs.”

Whether there is a market for Fefé – named after brand co-founder Domenico Dolce’s dog – remains to be seen.

“We are distributing Fefé across Europe, in the US and then, little by little, we will expand as it is already available online,” Stefano Gabbana, the brand’s other co-founder, told Italian newspaper Corriere della Sera. “The market reacted well and everyone went crazy with the announcement.”