pamperedpuppy // luxury lifestyles for dogs

Couture for Dogs

There's no business like show business—especially when the show involves dressing up pugs in stunning couture clothing. Costume designer Deni Alexander has been in the theater business for decades. But her love of dogs lead her to trade in her steady work on Broadway to pursue new dreams.

Fashion has always been a calling for Deni. The classically trained artist has a Bachelor of Fine Arts Degree and received her Master of Fine Arts, Theater Degree from the Suny Purchase Conservatory Program in Purchase, New York. Initially she put her talent to work dressing bipeds. A career highlight includes the four years she spent working with the Rockettes keeping the leggy beauties looking gorgeous in their stage attire.

It took a huge leap of faith for Deni to leave her reliable jobs and steady paycheck to start her own clothing line. But Deni couldn't keep sewing other designer's creations—she wanted to do her own thing. For the past six years, she's been doing just that. But this time around, she's dressing dogs rather than the Rockettes.

Her business started with funky raincoats. Deni wanted to whip up rain gear for her pug, Miso. She shopped around, but what she found didn't impress her. So the talented fur mom started tinkering around with a pattern. What she came up with wowed everyone. Her raincoats were simply splendid. The designs caught on and Deni expanded her line to include daywear and special occasion dressing. Now Deni has a thriving doggie business and produces two collections a year.

Rain gear, such as the Ladybug Strap Red Raincoat ($32), is still a vital part of her offerings. In the ladybug version, Deni starts with a red vinyl foundation. Then she adds serrated black vinyl dots to create the look of a ladybug. You might be thinking, "That's not so special." But there's more. The coat is fully lined with satin and the front closure is edged in black sequin trim. This is no ordinary slicker!

Other highlights from Deni Alexander include her show-stopping canine costumes. Any Shakespeare fan will adore the Elizabethan Doublet ($225) a satin-lined number fit for a royalty. And every lady needs a little black dress she can count on. In Deni's line this would be the Black Cocktail Dress ($200). The dress is constructed of two-tiered black slipper satin and lined in black velvet. It's topped off with antique black lace, puffed organza sleeves and a vibrant fuchsia rose. For kicks, Deni includes a matching flower hair clip and a black feather boa. You can find her creations Online at www.denialexanderdesigns.com or at a handful of dog boutiques.

While her designs are knockouts, a integral part of her business success is nailing the fit. This is no small task since pugs are a large portion of her clientele. As Deni says, "Pugs are a lot harder to fit than Rockettes."

Deni loves working with pugs because of their innately outgoing personalities. "They are little clowns," says Deni. According to the designer, pugs love to dress up, but she warns pugs can be on the portly side and a designer must work with their unusual girth. Deni reports she has mastered a measurement template that ensures a lovely fit. [Editor's note: she's correct. Read our review this month of Deni's stunning Spanish Lady dress.]

To get her spring/summer line ready the designer is sewing like mad. Thankfully Deni knows how to mix business and pleasure. Every day is take your dog to work day for Deni. Her three pugs: Sushi, Lucie and Miso are reliable muses. And as Deni reports they are happy with their role in the production process.

The pugs share a chair as Deni gets busy on the sewing machine. The designer knows it's time to call it a day when the pugs start to make noise. They seem to be saying, "Hey, look at the clock. It's time for dinner."

Right now business is booming for Deni. She's putting in seven-day weeks at her sewing machine, often working 14-hour days (Deni tries to get all of her orders turned around in about a week). Things can get especially hairy (or is that furry?) right before a big show. Although she can't rely on her furry companions to stay awake, they do snore peacefully in the background as she put the finishing touches on her creations.

All this work goes on in pastoral setting. Her studio is located in Orange County, New York. When she wants a bit of hustle and bustle, the 50-year-old designer can zip into New York City in about an hour. Once in Manhattan she roams the streets shopping for fabric and trims.

Deni also heads to New York for big events, such as Pet Fashion Week. And there's another fashion event on her calendar. In 2009, Deni will be a guest of honor at the Moscow Pet Fashion Week. The event planners contacted Deni and offered to fly the designer and her photographer to Moscow to headline the March 16 event.

Deni seems pleasantly content with her success. But there are more dreams to fulfill. The designer says she'd love to open up a small boutique in New York City and be the "Coco Chanel of dog couture." Deni would also be thrilled to partner with the incoming Obama administration. Deni muses that if the Obamas do get a hairless dog it'll need a faux fur coat to stay warm!

All images © Deni Alexander Designs.