It may not diminish your affection, but you might be surprised to learn that your cherished canine companion could be subtly undermining your social image. According to an etiquette expert, affluent pet owners are increasingly selecting dogs that complement their neutral-toned home decor or enhance their photographs at trendy restaurants. This shift highlights how dog choices have become a marker of social standing in the age of social media.
The Rise of the 'New Money' Dog
Speaking exclusively to the Daily Mail, etiquette authority Laura Windsor has unveiled the top seven dog breeds currently favoured by the nouveau riche. The list includes predictable entries like cockapoos and French bulldogs, alongside some more unexpected choices. Windsor explains that even individuals who avoid posing with pets online cannot afford to be complacent, as canine selection now carries significant social connotations.
Seven Breeds That Signal New Wealth
- French Bulldog: This high-maintenance breed typically accumulates substantial veterinary expenses throughout its lifetime due to controversial breeding practices that produce compact puppies with flat faces and small bodies. Despite these drawbacks, French bulldogs have surged in popularity since the COVID-19 lockdowns, replacing pugs as the preferred 'cute-ugly' canine. Affluent owners willingly pay over £3,000 for these wrinkly-faced companions that photograph exceptionally well on social media platforms.
- Afghan Hound: With Instagram models embracing 1970s-inspired fashion, the quintessentially retro Afghan hound serves as the perfect accessory to complete this aesthetic. These glamorous dogs require weekly grooming sessions, providing owners with a convenient excuse for their own expensive beauty regimens.
- Shih Tzu: Long-living, portable, and affectionate, Shih Tzus make ideal companions for jet-setting individuals who frequently travel to destinations like Ibiza or Dubai. The abundance of dog-friendly hair accessories available for this breed only adds to their appeal for the internationally mobile.
- Cockapoo: With their teddy bear-like coats and Instagram-perfect curls, cockapoos have become social media sensations in their own right. Many boast dedicated accounts that attract substantial followings. However, owners frequently face exorbitant veterinary bills due to recurring health issues and must contend with exceptionally clingy 'Velcro' dogs. The breed represents another lockdown trend that has persisted among the newly wealthy.
- Chow Chow: These designer dogs, resembling adorable little bears with their dense double coats, serve as perfect accessories for ski trips alongside luxury-branded winter gear. Their dramatic appearance against snowy backdrops makes them ideal for capturing the perfect après-ski photograph, justifying the hundreds spent on regular grooming appointments.
- Whippet or Greyhound (Country Edition): These sleek, couch-potato sprinters with elegant silhouettes only qualify as 'nouveau riche' choices in rural settings, where they complement tailored country attire against tasteful natural backdrops rather than urban environments.
- Corgi: Once beloved by the late Queen Elizabeth II, these quirky companions carry an effortless regal legacy that serves as an instant status booster for aspiring sophisticates. Many owners dedicate entire Instagram pages to their corgi 'floofballs,' capitalizing on the breed's royal associations.
Additional Nouveau Riche Favourite
Saluki: While requiring substantial space, training, and rigorous exercise, Salukis appeal to the nouveau riche with their fashion model-like appearance—featuring sleek silhouettes, long slender legs, and thin waists. Their elegant aesthetic creates immediate impressions, making them popular even among royalty in nations like Dubai.
Classic 'Old Money' Canine Choices
In contrast to trendy selections, traditional 'old money' families typically prefer breeds with timeless appeal rather than social media novelty.
- Labrador & Golden Retriever: Excitable, reliable, and unassuming, these family-favourite breeds maintain enduring popularity but may be considered insufficiently trendy for those prioritizing novelty over classic sophistication.
- Portuguese Water Dog: Intelligent and athletic, these fun-loving dogs prove too hairy and messy for owners seeking sleek photographs in pet-friendly establishments, as their love for swimming creates maintenance challenges.
- Border Collie: As expert sheep herders requiring purposeful work, these dogs adapt better to rural environments than to glamorous getaways, despite their intelligence and versatility.
- Jack Russell: Known for energetic yapping and boundless vitality, Jack Russells make unlikely brunch companions for the new money set, though their happy disposition remains appealing.
- Irish Wolfhound: Despite inspiring generations of artists across literature and mythology, their rough coats, wiry beards, and practical appearance offer little invitation for cuddling or social display.
Breeds That Have Fallen From Fashion
Several once-popular breeds no longer appeal to the nouveau riche due to changing aesthetics and associations.
- Chihuahua: Overly linked to reality stars of the Y2K era, these dogs now seem outdated despite once being perfect accessories for displaying wealth.
- Staffordshire Bull Terrier: Associated with postcodes and styles that new money individuals avoid, these dogs—though fun-loving and obedient—fail to match desired aesthetics.
- Miniature Dachshund: Quintessential dogs of the 2000s have been replaced by fluffier, teddy bear-like breeds better suited for perfect Instagram photographs.
- German Shepherd: Once a 1990s fad, their size, abundant hair, and aloof nature toward strangers make them challenging for affluent owners who prioritize photogenic, low-maintenance companions.
Windsor's analysis reveals how canine preferences have evolved into subtle social signals, distinguishing between established sophistication and newly acquired wealth through breed selection and presentation.
