The RSPCA is calling for the harmful trend of breeding pets for extreme looks to become “so last season” this London Fashion Week – as eight out of ten people support breeding pets with exaggerated physical features to be banned.
The call comes as the animal welfare charity releases new statistics revealing overwhelming public support for protecting animals from extreme physical features that can cause a lifetime of suffering.
Launched during the world famous London Fashion Week (17 – 21 September), the charity’s new ‘Fashion Victims’ campaign shines a spotlight on animals who can suffer lifelong welfare problems because they have been selectively bred to look cute, desirable or fashionable – often coming at a significant cost to their health.
From flat faces and folded ears to shortened limbs, wrinkled skin and exaggerated eyes, features that may be considered ‘cute’ often cause breathing problems, painful skin conditions, spinal deformities, dental issues and other life-altering health problems.
But new data released by the RSPCA reveals the public wants to see a change. A large majority of those polled (83%) agree that pets are suffering because they are bred with extreme physical features to look appealing to humans, and 86% believe there should be more regulation of breeding animals with exaggerated physical features that impair welfare.
There is also strong public support for tackling the sale of these animals, with 81% saying the sale of pets with exaggerated physical features should be banned.
Now, the RSPCA is calling for a shift towards breeding pets with healthier, more moderate features, rather than a ban on any particular breeds themselves – so that health and welfare, rather than extreme looks, are prioritised.
And despite the continued popularity of extreme-featured pets, 82% of respondents say they would be unlikely to choose a pet with exaggerated physical features if they were considering purchasing one – suggesting purchasing patterns may change as awareness is raised.
Indeed, the RSPCA is hopeful that these findings indicate a shift in attitudes, as the public becomes increasingly aware of the ways in which animals can suffer as a result of extreme physical traits.
The RSPCA has also called for businesses, social media giants and other corporations to stem the use of animals with extreme features in advertising. And more than three-quarters of people (79%) agreed that promoting pets with extreme features in popular culture and fashion trends creates an ethical problem regarding animal welfare, while 73% believe popular culture and social media influence the breeds of pets people choose.
Ashleigh Brown, RSPCA Science and Policy Manager, said: “Fashion trends come and go, but animals have to live with the consequences of how they’ve been bred for their entire lives.
“Pets aren’t fashion accessories. Yet we are increasingly seeing animals bred to fit a particular aesthetic, regardless of what that means for their health, welfare and quality of life.
“From dogs who struggle to breathe, to cats with painful eye problems, fish whose body shapes make it difficult to swim, and reptiles whose colour morphs lead to severe neurological symptoms – sadly, animals are paying the price for looks that humans have decided are desirable.
“And our polling shows that the vast majority of people don’t want this. Most people disagreed with the breeding of pets who have particular physical traits that compromise their welfare. Yet, unfortunately, we know that this practice is still continuing.
“It’s time to end the trend. The public can help make these harmful trends so last season.”
The charity has seen the consequences of breeding for extreme features first-hand through the increasing numbers of affected animals coming into its centres and facilities.
The RSPCA has previously reported a 3,800% increase in French bulldog types entering its care over the last decade, rising from six in 2016 to 234 in 2025. Other breeds with extreme traits that have seen significant increases in the number entering RSPCA care in recent years include English/old tyme bulldogs, pugs and Persian cats.
Animals arriving in rescue can have complex health and care needs associated with their extreme features, including breathing difficulties, spinal problems, eye disease and skin conditions. Some require expensive and invasive treatment, placing additional emotional and financial pressure on their owners and rescue organisations.
And this is affecting multiple species of animals.
The RSPCA’s report, The Shape of Suffering, highlighted welfare problems associated with exaggerated physical features across a wide range of animals, including cats, rabbits, reptiles and fish.
Ashleigh added: “We often talk about fashion victims as people who have chosen to follow the latest fad, even if it may not be right for them. But animals don’t get any choice in following trends. They haven’t chosen to be born into bodies that cause them suffering, and they can’t change their appearance when they are no longer ‘in fashion’.
“Their looks come at a lifelong cost – and that’s why we need to change what we value most when it comes to our pets.
“We want to encourage prospective owners to look beyond appearance, breeders to prioritise health above all else, and the UK Government to strengthen legislative protections and close the loopholes that allow pets to be bred with harmful traits.
“We can all play a part too, by thinking about what we reward on social media – and not liking, sharing or following content or accounts that promote or glamourise pets with extreme features. We can also help by spreading awareness to friends and family, and prioritising health over aesthetics when choosing a pet – because being healthy should never fall out of fashion.”
The RSPCA is encouraging members of the public to join its campaign and sign the charity’s open letter, calling for stronger breeding regulations to protect animals from harmful physical traits.
The charity is also urging anyone considering getting a pet to always look beyond appearance, research the health and welfare needs of the animal and to always consider adopting one of the thousands of pets in rescue centres, hoping for another chance.