Former Hot Springs CEO Jo Goldman has launched a first-to-market ‘species fluid’ fashion brand.

THEANIMALS produces runway-inspired pieces for pets and their owners, with the resort 2023 launching this month. 

"He, she, they, them, animal, human, THEANIMALS is unbound by conventions of gender or species," the brand stated in its release.

The launch collection includes a range of leather goods and jewellery for owners and their pets.

The leather line comprises a collar, lead and harness for dogs with a matching cross-body walking bag for owners. 

It is available in white or cinnamon colourways and produced from nappa leather and custom brass hardware.

All pieces can be accessorised with the matching utility bag and 'caca sac'.

Goldman said the brand was conceived during the 2020 lockdown after she noticed a gap in the market for pet owners. 

"THEANIMALS is the world’s first species-fluid fashion brand, challenging the rules that have traditionally divided animals and their humans.

"THEANIMALS is for people who love fashion and great design and want to share their personal style with their much-loved pets."

The jewellery collection includes a range of matching customised chains with co-ordinating charms.

The collection comes in gold plate and rhodium, with the signature piece a smoking collar.

Crafted from white nappa leather and designed to resemble the collar of a classic men’s tuxedo shirt, the collar comes in three sizes to fit humans, dogs and cats.

To support the launch, the brand has developed a campaign in collaboration with fashion photographer Georges Antoni.

The concept plays on the adage that owners look like their pets.

In addition to Georges, the creative team includes stylist Sarah Starkey, makeup director Linda Jeffreys and hair director Daren Borthwick.

The campaign roll-out will include website, social media, out of home, earned media and digital advertising.

Prices start from $99 for leather accessories to $399 for the walking bag.

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