If I didn't know better, I would consider this "art". I'm not saying this isn't art, but what I am saying is that these custom wigs for dogs are clearly made without any irony in mind, nor is there any social commentary going on, and its chief purpose is not simply as a novelty.
Dog wigs are a serious business. The proprietor of these particular wigs is none other than Ruth Regina, an eighth generation wig maker whose credentials include "the Miss Universe Pageants (14 years), National Presidential Conventions (both Democratic and Republican) to Al Pacino and Demi Moore films, and seven Presidents of the United States". This woman has been actively involved as a Hollywood make-up artist, so she would not get into the dog wig business just for kicks.
In other words, the demand is clearly there. There are folks — presumably rich folks — who would pay good money for a custom wig for their dog from this master craftswoman. This would not just be a simple wigging template, but a highly stylized, tailor-made, well-groomed wig fitted for that particular dog.
And that's where I feel justified in saying that pets are not necessarily the big business: anthropomorphism is. Dogs are just happy if you're willing to play catch with them and feed them some food. Humans, however, would like to feel like their pets are somehow like them. People are constantly searching for their own image in animals. If that means visiting the wig master who will deck the dog out in custom fittings, so be it.
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