"The quality of life and care they deserve."
Fresh Step®, inspired by the most glamorous night in fashion, is using the power of AI to turn homeless cats up for adoption into trendsetters (AI). Red carpet styles are reimagined as haute couture for adoptable cats as part of the brand's "Adoption Gala" promotion.
By highlighting these cats and the chance to help them and other adoptable pets in shelters across the nation, Fresh Step and its partner, Best Friends Animal Society, raised awareness of the cats available for adoption at their New York City Lifesaving Centre.
From the over 200,000 cats who were tragically murdered in U.S. shelters in 2021, a data study by Best Friends Animal Society indicated an increase in 2022.
"If ever there was a pet suited for couture, it would be a cat," said Eric Jamison, Marketing Director, Fresh Step. "We're passionate about helping cats in need, and when we learned that it would be the first time a cat would be invited to the biggest fashion event of the year, it gave us an incredible idea to spotlight shelter cats by giving them a virtual red–carpet treatment. Our goal is for every cat to find a loving home."
"Right now, shelters are consistently at or over capacity, and the best way to make a difference in the lives of cats in your community, and the country, is by adopting your new best friend," said Julie Castle, CEO, Best Friends Animal Society. "We appreciate Fresh Step's support of our mission to save shelter pets. Through this donation, we will be able to ensure cats are provided with the quality of life and care they deserve."
Elijah, a five-year-old male cat, and Louie, a nine-year-old male, are the subjects of the first two AI-generated appearances. Elijah is an animal who thrives on head pats and movie marathons. Dressed in a white gown that exudes "catitude," complete with floating veiling and lace details, this self-described "independent guy" strides confidently to the litter box. The ideal appearance, with a flair for the catwalk and the red carpet, does exist, as Louie demonstrates. In a "look at me" number featuring mirrored jewels and metallic fabric, he exudes radiance. A cat like Louie, who enjoys spending the day dozing and snuggling, would look great after a good glow up.
Fans of both fashion and cats can discover adoptable cats with fresh looks dropping on Fresh Step's Instagram throughout the week. Cat owners who want to style their own cats can "step into fashion" by submitting a photo of their cat with the hashtag #freshstepfashion - the brand will surprise some participants with AI-generated looks fit for a red-carpet appearance.
As the official cat litter of Best Friends Animal Society®, Fresh Step has made a continuous commitment to provide 400,000 pounds of litter to Best Friends' lifesaving facilities across the nation as part of its commitment to promoting the well-being and security of felines worldwide.
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