Backstage.
The dogs
walked next.

There is a particular kind of energy that only exists backstage at a fashion show. It is focused. It is fast. And on September 8, LovedPack was inside it.

CatWalk FurBaby opened Runway 7's New York Fashion Week season at Sony Hall, bringing together ten animal charities, ten designers and rescue dogs for an evening built around fashion and animal welfare. Participating designers included Marc Bouwer, Victor de Souza and Anne Fontaine.

Backstage, LovedPack created the Dog Beauty station. The one responsible for making sure every dog was ready before they walked.

Sylviana Torres at the Dog Beauty station.

Professional groomer Sylviana Torres, assisted by fellow groomer Alyssa Laborde, handled the pre-runway touch-ups using Reset and Glow. Refreshing coats. Finishing them with Ojai. Getting each dog ready before heading out under the lights.

That was the whole point.

LovedPack was not there as an event sponsor or something placed in a gift bag. The products were being used backstage, by professional groomers, for an actual getting-ready moment. The kind that happens in every beauty room before every show. Except this one was for dogs.

The backstage area. Reset and Glow, ready.

Dogs came through the station one after another. Handlers stopped by. People watched Sylviana and Alyssa work, picked up the products, smelled Ojai and asked questions about the ritual. Around them, Fashion Week was moving at full speed.

In the middle of that backstage environment, LovedPack had a very specific job. Get the dogs ready. Nothing more than that. And in that specificity, something became clear.

Dog Beauty is not a category that needs to explain itself inside the beauty world. It already belongs there. It just needed a moment to show up.

A few weeks earlier, LovedPack had launched at SuperZoo, surrounded by the pet industry. In New York, the brand entered a completely different world. Fashion. Backstage beauty. Culture. And it did not feel like we were pushing our way in.

We had a reason to be there. The dogs needed their final touch-ups. The groomers did the work. Then they walked.

Sylviana Torres and Alyssa Laborde. Backstage, Sony Hall, September 8, 2026.

For LovedPack, it was another glimpse of where Dog Beauty can go next. Not a category confined to a pet store shelf or a grooming salon. But something that moves through the world the way dogs do. Into fashion. Into culture. Into every room where beauty is taken seriously.

Which, as it turns out, includes backstage at New York Fashion Week.