Italian fashion giant Dolce & Gabbana is pushing the boundary of outlandish fashion statements following the launch of its “Fefé” cologne for dogs.

The new line of pooch perfume is said to be Inspired by D&G’s founder Domenico Dolce’s “unconditional love for his loyal dog Fefé,” with claims that the product is a pet-friendly cosmetic, approved by vets, safety tested, and “enjoyed by dogs.”

News of D&G’s sojourn into canine toiletries has received strong criticism from veterinarians despite the company’s claims that the product is alcohol-free and safe for dogs.

“The dogs’ sense of smell is so sophisticated that they will still be able to check each other’s natural scent even if they wear perfume,” Fabian Rivers, Welfare Ambassador for the Royal Society for the Prevention of Cruelty to Animals (RSPCA), noted adding, “But, I will not be surprised to find that dogs become distracted or annoyed by the smell of perfume.”

in addition to the shock value, the $108 per 100 ml price point for designer cologne for canines also had animal care experts howling as they expressed disappointment that such an item is released when many are economically struggling.

“Dog perfume with ylang-ylang and sandalwood scents is a waste of money with the potential to annoy dogs,” one veterinarian said, as per CBS news.