You won’t see cats and dogs (or, for that matter, Tom of Finland) the same way again…
In Finland, a pet care brand – Musti Group – partnered with the Tom of Finland Foundation to give a unique twist on the iconic Tom of Finland drawings. Instead of the familiar masculine characters that inspired artists like Freddie Mercury and the Village People, the artwork features cats and dogs wearing the well-known sailor and leather outfits.
The Finnish brand published three pieces of art in the style of Tom of Finland. Instead of the usual masculine characters, the stars of this collection are none other than the beloved pets, cats and dogs. The three new drawings were prominently placed in outdoor media space all around the Helsinki capital region to mark Helsinki Pride Week.
Finnish artist Touko Laaksonen, better known by his pseudonym, heavily influenced the late 20th-century gay culture. Musti Group’s campaign is said to have paid “tribute to the cultural icon who paved the way for other LGBTQ+ artists, and whose drawings inspired performers like Freddie Mercury and (the) Village People.”
The drawings wre made by Finnish artist Kajo Rauni, and have the official license of the Tom of Finland Foundation.
“Instead of just drawing inspiration from the art of Tom, we felt it was important to get an official seal of approval from the Tom of Finland Foundation. This way our pet versions become a small part of the Tom family, and we get to show our support to the legacy of this great artist and the foundation that looks after it,” said Eveliina Rantahalvari, Musti Group marketing manager.
Considering the incessant anti-transgender efforts now normalized by the likes of America’s first criminal president, convicted felon Donald Trump, pro-LGBTQIA initiatives have been noted in Finland. In 2023, as an example, the government of Sanna Marin and the Finnish parliament passed amendments to the Finnish transgender laws to allow transgender people to legally change their gender by self-declaration and without having to undergo lengthy medical processes or a psychiatric assessment.
