Cover Choupette in Hublot Big Bang campaign
Choupette in Hublot Big Bang campaign
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The late Karl Lagerfeld’s beloved Birman cat enters her next chapter—as the face of Swiss horological powerhouse Hublot
In the constellation of celebrity pets, perhaps none can command the gravitas of Choupette Lagerfeld. The sapphire-eyed Birman—once the cherished companion of the late Karl Lagerfeld—has long since ascended from pampered pet to cultural phenomenon. Her transformation, marked by a life of private jets and Goyard dishware, reflects not only her singular charm but also the enduring magnetism of her provenance.
While the internet has made stars of its feline elite—from the eternally scowling Grumpy Cat to Instagram darling Nala—Choupette inhabits a more rarefied realm. Her world is one of quiet privilege, where staff tend to her every whim and public affection is met with graceful indifference. Groomed to perfection and framed by a life of exquisite excess, she remains impervious to the trappings of virality.
Above Choupette in Hublot Big Bang 20th anniversary campaign
Choupette in Hublot Big Bang 20th anniversary campaign
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Since Lagerfeld’s passing, speculation has swirled around the fate of his feline muse. But Choupette, in a manner befitting her pedigree, has emerged undiminished. Her refined bearing and photogenic poise continue to enchant the fashion world, not as a relic of the past but as a living extension of the designer’s legacy.
Crucially, Choupette’s power lies not in performance but in presence. Unlike her digital contemporaries, she does not chase engagement; she attracts it. This effortless allure makes her an ideal ambassador for Hublot, the Swiss watchmaker whose daring Art of Fusion ethos reshaped contemporary horology.
See also: Why the Breguet Classique Souscription 2025 is the perfect tribute to 250 years of legacy
Above Choupette in Hublot Big Bang 20th anniversary campaign
Choupette in Hublot Big Bang 20th anniversary campaign
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To mark the 20th anniversary of its genre-defining Big Bang collection, Hublot has appointed Choupette as the face of its latest campaign, shot by visionary photographer Carlijn Jacobs. The result is a visual study in irony and elegance: a feline utterly indifferent to time fronting a brand that has devoted itself to measuring it.
Under Hublot’s new "Own It" campaign, Choupette is rendered as both muse and monarch—her imperious gaze anchoring a series of sharply styled images, each accompanied by behind-the-scenes glimpses of her famously exacting standards. The effect is both witty and opulent, upending luxury marketing tropes much as the Big Bang once disrupted traditional watchmaking.
Read more: Audemars Piguet marks 150th year: A new perpetual calendar movement with an all-in-one crown
For a creature once lamented by Lagerfeld as the only being he wished he could marry, this latest chapter affirms what the fashion world has long understood: Choupette is no ordinary cat. She is the reigning queen of luxury, still defining it—this time, on Hublot’s time.
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