First it was the 'handbag dog' trend sparked by the likes of socialite Paris Hilton whose canine chum became her ultimate accessory.
Now, one celebrity's designer dog has been signed up to promote a new high-fashion label - for dogs.
Bella, a five-year-old labradoodle belonging to millionaire businesswoman and former model Elle Macpherson, is to star in a national advertising campaign as the face of Dogside.com, a dog fashion brand.
Bella, the labradoodle owned by former supermodel Elle Macpherson, is the star of an advertising campaign to promote a new high-fashion label for dogs
Macpherson, 46, who has her own lingerie and cosmetics ranges, has often been photographed out walking Bella near her Notting Hill home.
As Macpherson was known as The Body during her modelling days, Bella is, inevitably, being promoted as The Dog's Body.
Elle Macpherson
Branching out: Elle 'The Body' Macpherson
The brand boasts that Bella is ideal for showing off its leads, coats, scarves and bowls, for 'today's stylish urban dog'.
According to Dogside, Macpherson was apparently so keen on the idea of Bella finding fame in her own right that when they approached her, along with a number of other celebrity dog owners, she was the first to agree, ringing up in person to do so.
Macpherson is also, however, said to be receiving a substantial five-figure sum for her dog's time.
Celebrities owning labradoodles - a specially bred cross between a labrador retriever and a poodle that can cost more than £1,000 for a puppy - also include Top Gear's Jeremy Clarkson and Richard Hammond and television presenter Graham Norton.
But Beverley Cuddy, editor of Dogs Today magazine, raised concerns about the move: 'When Paris Hilton took her chihuahua everywhere, there was a rush in sales of handbag dogs.
'Adopting a celebrity's hairstyle as they chop and change is fine but acquiring a dog for fashion to mirror a celebrity idol is disastrous. Lots of people chuck these dogs out after a few months.
'This also sounds like a lot of money for a dog that does not have any specific skills. Just like people who want to put their child on the stage, people may see this and imagine their dog can be a bit of an earner for them.
'But there is not much available modelling work out there.'
A spokeswoman for Macpherson refused to comment
