AUCKLAND, Today: Greyhounds stole the spotlight at New Zealand Fashion Week with a one-of-a-kind runway show, part of a bold campaign by Greyhounds as Pets and Special to boost adoption numbers.
With greyhound racing set to end in 2026, more than 2,500 dogs will soon need homes. Despite their charm, greyhounds face a tough image problem, ranking outside the top ten for adoption.
Greathounds, the first-ever canine fashion show, featured bespoke looks from Kiwi designers including Karen Walker, Stolen Girlfriends Club, Trelise Cooper, Penny Sage, Twenty Seven Names, and more. The dogs strutted confidently down the ‘dog’walk.
The show marked the campaign’s launch, aiming to rebrand greyhounds as the must-have companions of the season. It blended fashion and purpose, flipping perceptions of the breed in a big way.
From OOH to social media, the campaign is continuing to build momentum, challenging old stereotypes and showing why greyhounds are affectionate, low-maintenance pets perfect for adoption.
“It’s the start of the campaign, not the end, but it’s a dream start.” – Tony Bradbourne
Special founder, Tony Bradbourne says, “Fashion Week gave us the perfect runway to start our reframe and adoption drive with real impact. The coverage has been incredible.”
He added, “Huge thanks to our 12 incredible design partners – Karen Walker, Sylvester, Stolen Girlfriends Club, Twenty Seven Names, Trelise Cooper, Penny Sage, Caitlin Snell, Swandri, Nom*D, Bendon, Sonnie and Kowtow for jumping onboard with such passion.”
“It’s the start of the campaign, not the end, but it’s a dream start,” Bradbourne said.
Creative Director and Stylist Dan Ahwa shaped the campaign’s editorial, OOH, and Fashion Week showcase. Mara Sommer shot the campaign imagery, while Leah Mitzahi led art direction. Lumo supported through digital and outdoor placements.
Greyhounds as Pets, the country’s oldest and largest greyhound rehoming charity, is leading the charge.
- To find out more or apply to adopt, click here
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