Shirley of Hollywood Premieres New Line of Hollywood Poochie Designer Dogwear at the Orange County Pet Expo

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Los Angeles, CA April 23, 2014 – Shirley of Hollywood’s newest customer is style-conscious, loves pampering, craves attention—and has four legs and a tail. Known worldwide for its luxurious lingerie, Shirley is introducing Hollywood Poochie, a new line of designer dogwear, at America’s Family Pet Expo April 25-27 in Costa Mesa. Designed to appeal to upscale pet lovers and their canine companions, Hollywood Poochie features couture collections of doggie fashion apparel and accessories inspired by Hollywood icons—collections fetchingly called Marilyn Muttroe, Audrey Hepbone and Bark Gable.

It’s a new market for the Los Angeles-based company, but it’s a market that’s close to home. Shirley of Hollywood is a family business, and some of the family comes to work on four legs. “We knew that there were millions like us,” said Dana Schlobohm-Walczuk, Shirley’s Director of Design and Marketing, “people who pamper their pets and want them to look cute and trendy.”

The luxury pet goods market is fast-growing, and pet apparel is the marquee product. But Hollywood Poochie is a different breed, Schlobohm-Walczuk said, one that combines the fashionable and the functional with a Hollywood twist. “Being dog owners ourselves, we noticed that most pet products are either strictly utilitarian or cheaply made. We wanted to give consumers something more stylish, more luxurious, pretty yet practical—something that would look good, feel good and last a long time.”

Inspiration was just steps away in the company’s 40,000-square-foot factory, where more than 600 styles of high-end lingerie are designed and manufactured each year. Why not offer that same quality craftsmanship and fashion flair to dog lovers, Schlobohm-Walczuk thought?

So designer Raquel Messler reconceived Shirley’s luxurious lingerie for the furry fashionista, using her Chihuahua Silky as a model. Pet parent to five pampered poochies of her own, Messler drew on her love of dogs and her keen fashion sense to create a dog-friendly wardrobe of unique canine designs. An embroidered lace corset became a corset harness. Old Hollywood dressing gowns were downsized for the doggie diva. Jeweled necklines turned into chic collars, with stylish leashes to match.

“It really is canine couture,” Schlobohm-Walczuk said. “We use the same fine fabrics we use for our lingerie— satins, brocades, tapestries and tulle, handpicked for softness, durability and beauty. Every garment and accessory is embellished with lavish trims, like hand-worked laces, rosettes and marabou, then finished with dressmaker details, like ruffles, ruching, buttons and bows.”

It wouldn’t be Hollywood without the glamour, so teardrop crystals, pavé rhinestones, pink sequins and strands of pearls add razzle-dazzle. Chainmaille and silver skulls add boy bling. It’s these extra touches of luxury that say “I’m special”—something every dog longs to hear.

Although limited Hollywood Poochie merchandise will be sold at the OC Pet Expo, 12 collections will debut this year. Each collection features a corset harness with a coordinating leash, necklace/collar, dressing gown, dress and poop purse—all sold separately. The poop purse clips onto the leash and contains a roll of disposable poop bags, a must for the eco-chic Hollywood set.

Designed for smaller dogs, Hollywood Poochie corset harnesses, dressing gowns, dresses, necklaces and collars are available in sizes XS, S, M and L. Matching leashes come with each collection.

After debuting at the Expo, Hollywood Poochie products will be sold in select pet boutiques and online through an e-commerce website, www.hollywoodpoochie.com. While other Shirley of Hollywood products are sold only to the retail trade, Hollywood Poochie will be available to the general public.

Hollywood Poochie will be in booth 1075 at the Pet Expo, open to the public from 10 AM – 6 PM Friday, 10 AM – 7 PM Saturday and 10 AM – 6 PM Sunday at the OC Fair & Event Center.

Download a PDF of the press release here.

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