Pet Publisher Says, We’ll Dress up Our Loving Pets, So You’ll Want Them

By Charlene Carlies

 

Dogs put their best paws forward Thursday night at the 16th annual New York pet fashion show, featuring the theme “masquerade ball for animal rescue,” at the Penn Top ballroom in Hotel Pennsylvania, Midtown Manhattan.

The fashion show helps benefit the Mayor’s Alliance for NYC’s Animals.

“The mayor’s office alliance is the beneficiary of the event. We’ve been with them now seven years,” said Gregg Oehler, founder and chairman of the pet fashion show.

“The Mayor’s Alliance represents about 150 animal rescue groups and shelters, but it’s grown into the larger tri-state area,” Oehler said. “So, you will get some rescues that come from around the country to shelters in the tri-state area, and then those dogs are put up for adoption, because New York is so big.

“It’s the animal rescue capital of the world, as it is also the dog capital of the world. Maybe I should just say the pet capital of the world, just because of what New York City is.”

Many dogs that will walk in the show are up for adoption, so the audience can look at ones they may be interested in. “This is the whole point,” Oelher said. “To change public perception of a rescue. How do you do that? You put ’em on a red carpet and you put ’em on the runway. You just change this perception, and you add this cool factor to it, and next thing you know you got dogs adopted out.”

The show also features cats. This year there is a bearded lizard and even a dwarf miniature horse. “It’s a therapy horse but it’s the size of a mid-size dog. It’s pretty interesting,” Oelher said, marveling at the thought.

Oelher has been passionate about dogs for years, publishing some of the top pet magazines in the country, such as The New York Dog, The Hollywood Dog, Cesar’s Way, & Hampton’s Pet, among others.

In 2003, Oelher launched The New York Dog. Someone on the team wanted to do a fashion show, as the magazine already had fashion-centered layouts to it, and Oelher wanted to also incorporate animal rescue into it. The first cover shoot of the premiere issue of the magazine featured co-chair and creative director Ada Nieves’ dogs, and the rest was history.

The primary sponsor for this event is Frenchie’s Kitchen. Sara Morgan, the founder, prides herself on the pure ingredients used in her dog food. “The ingredients are made in the USA and sourced in the USA,” Morgan informed. “It’s made in a USDA plant, so you could actually eat it yourself.” She got the idea for her company when her sick dog, Romeo, couldn’t get better eating regular dog food. Morgan then went to a holistic vet and learned about food therapy. She strongly believes that you can heal your body through what you eat.

Costumes for the show can take as long as six months to prepare. “You come up with the idea for an outfit, and some of these outfits can take months,” Oelher said. Just last year, a “phoenix rising” costume for the show took four designers four months to put together. That outfit alone was valued at $15,000.

The runway shows for Thursday night were: Hollywood Dreams – from Hollywood to Bollywood; Angels & Demons Couture – Who’s been good and who’s been bad? International Masquerade Couture – What mask will you wear? and Best in Show – You could be crowned King and Queen.

The show featured a Best in Costume award, in which a king and queen were crowned, as well as prizes and gifts.

The message that Oelher wants to get through his pet fashion show is clear. “Adopt, foster, and volunteer,” he said with ease.