‘Pawsonal Styling’ for Dogs Only At John Lewis

1 April 2025: In a re-tail first, John Lewis will be unleashing a new in-store personal styling service exclusively for dogs. 

Since 2019, John Lewis has allowed customers to bring their beloved pooches in-store and, following on from the success of their in-person styling appointments for humans; is now launching dedicated ‘pawsonal’ styling sessions for dogs.

Brenda Collie, Head of Pawsonal Styling at John Lewis says “As a nation of dog-lovers, it’s only right that we enhance our fashion offering for dogs within our stores. Customers love shopping at John Lewis with their four-legged friends and we want to create a pedigree experience that both pet and owner will enjoy together. Our customer research told us that celebrities were a big source of doggy fashion inspiration for owners and our pawsonal styling sessions are the perfect place for your pooch to become the next Victoria Barkham or Benson Bone.”

The John Lewis pawsonal styling experts have all been trained at the London Canine College of Fashion and selected for their ability to sniff out the latest trends. They are on hand to suggest seasonal styling updates, celeb-inspired makeovers and even advice on owner and dog matching outfits. Dog-dads and dog-mums can book a free appointment online or in-store. Each session will last one hour and include a selection of treats and dog tails (dog-friendly cocktails to you and me) that are bound to get tails wagging.

For really good boys and girls, a selection of treatments ranging from pawdicures and fur-tifying facials will provide the ulti-mutt experience for pampered pooches.

With a selection of coats, puffa jackets, doggie dressing gowns and a variety of leads and collars - John Lewis has something to suit every fashion hound.

Personal styling appointments can be booked here.