At some point in history, fashion ceased to be merely a collection of clothes and became something closer to a religion. It found its prophets, its temples (read: marble-clad boutiques), its rituals—and, naturally, its deities. And when Karl Lagerfeld left this world, he didn’t just leave behind a legacy no one could mimic. He left behind an heiress. Choupette. A cat. Not just a cat, but the embodiment of style, composed detachment, and a kind of luxury that doesn’t ask—it expects.
In a world where the word “premium” has been thoroughly devalued by overuse in capsule coffee ads and dating apps, along comes Choupette—serene, silent, and unapologetically regal. In her latest campaign with Hublot—yes, that Hublot—we are not being sold time. We are being sold presence.
She reclines, draped across crimson velvet, with the kind of assuredness billionaires bring to Sotheby’s auctions—not to acquire, but to conquer.
Next to her lies a timepiece—not a watch, really, but a symbol. A nod to power worn lightly. That particular shade of red? Reserved for those who no longer bother explaining their choices. In Choupette’s presence, even the most opulent object becomes mere backdrop.
Choupette is not an influencer. She doesn’t need to stoop to managing an Instagram account, though rest assured—if she did—she’d eclipse half the fashion blogosphere before breakfast. She exists in a reality inaccessible to most. A place where breakfast is served on porcelain, and her fur is brushed by someone with a Sorbonne degree in textile conservation.
Some say, “it’s just a cat.” These are often the same people who drink from plastic tumblers and believe marble is just a bathroom pattern. Choupette is not “just” anything. She is legend—cloaked in white fur and backed by a will that could fund a private art foundation.
And if you’re still wondering what she’s actually promoting—consider this your invitation to leave. She promotes nothing. It is the brand that elevates itself by proximity to her. Because in a world obsessed with aspiration, she is a rare reminder that some creatures never needed to aspire.
They were born couture.
Photo: ©Carlijn Jacobs / Hublot
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