Hublot has roped in a bona fide fashion icon to mark the 20th anniversary of its iconic Big Bang collection, and she purrs. After gracing magazine covers and starring in high-profile campaigns, Choupette, a blue-cream Birman cat, is back, fronting a new campaign from Hublot that taps into the irresistible luxury appeal of Karl Lagerfeld’s beloved cat. For the brand’s bold ‘Own It’ Big Bang campaign, the 13-year-old pet’s icy blue eyes and cloud-like white fur perfectly complement the vivid red of the Hublot Big Bang Red Magic watch.
The ads, shot by renowned fashion photographer Carlijn Jacobs, feature the affluent feline who dines from custom-made Goyard dishes, travels via private jet, and employs two full-time maids. One look at the campaign, and it’s easy to believe she may be the most pampered cat in the world.
With this collaboration, Hublot is rewriting the language of luxury on social media, infusing it with storytelling, playfulness, and a dash of unpredictability. According to the brand, the spotlight this month will also shift to two other icons, the striking Big Bang Tourbillon Automatic Yellow Neon Saxem, worn by a mysterious woman in a statement faux-fur coat, and the Big Bang 20th Anniversary Titanium Ceramic piece, sported by a powerful athlete confidently working out in a gym locker room.
But for now, it’s Choupette who’s stealing the show, and all eyes are on the Hublot Big Bang Red Magic watch. As Lagerfeld once said with eerie foresight, “People are stunned by her… Soon people will talk more about Choupette than about me!”
