# Tough Dog Fashion Ads The Harvey Nichols The New Breed Campaign Hones in on Tenacious Shoppers By Meghan Young | Published 2013-03-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/harvey-nichols-the-new-breed References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/03/harvey-nichols-bulldog-bull-terrier-staff/) & [adamandeveddb](http://www.adamandeveddb.com) The Harvey Nichols The New Breed ad campaign may seem a little off at first and that's because the stereotypical dog often associated with girly shopaholics is nowhere in sight. In place of the Maltese, Pomeranian and Chihuahua breeds, these women are toting around [Bulldog, Bull Terrier, Staff breeds](https://www.trendhunter.com/trends/rare-breed1). Although their style hasn't changed, these women have clearly toughened up in order to get exactly what they want when they go shopping. Conceived and executed by adam&eveDDB, an ad agency based in London, United Kingdom, the Harvey Nichols The New Breed ad campaign was creative directed by Ben Tollett, Emer Stamp and Ben Priest. Shot by photographer Miles Aldridge with retouching by Jon Webb and Jamie May, the images are full of fun color and great textures, the perfect backdrop for [high-end fashion looks](https://www.trendhunter.com/trends/back-to-the-city). ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 73% | Activity: 82% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Pets](https://www.trendhunter.com/pets) ## Key Themes ### Key Themes Behind This Trend - **Tough Dog Fashion:** Designing fashionable clothing and accessories specifically for tough dog breeds. - **Shifting Fashion Stereotypes:** Challenging traditional perceptions of style by featuring non-traditional fashion models. - **Strong Women in Advertising:** Promoting empowered female characters in advertising campaigns. ### Where This Applies - **Pet Fashion:** Creating stylish clothing and accessories for dogs of all sizes and breeds. - **Fashion Retail:** Adapting retail strategies to cater to diverse customer preferences and promote inclusive representation. - **Advertising:** Utilizing creative approaches to challenge stereotypes and promote brand messaging. ## Related on Trend Hunter - [Functionally Focused Dog Campaigns](https://www.trendhunter.com/trends/inflatable-dogs.md) - [Minimalist Pet Accessory Collections](https://www.trendhunter.com/trends/neighborhood-dog-series.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Modern Pet Apparel](https://www.trendhunter.com/trends/stylish-pet-collection.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [High-Frequency Radio Ads](https://www.trendhunter.com/trends/morrisons-ad.md) - [Dog-Focused Retail Experiences](https://www.trendhunter.com/trends/i-love-you-like-a-dog.md) - [Expanded Pet Apparel Capsule](https://www.trendhunter.com/trends/adidas-originals-pet-collection.md)