Luxury hospitality brand Raffles has expanded its reach into the fashion realm by introducing an exclusive lifestyle collection inspired by its “The Butler Did It” campaign. This new line features collaborations with renowned brands, including British luggage maker Globe-Trotter, Italian linens label Frette, and French silversmith Christofle. Available exclusively at selected Printemps locations in New York and Paris until March 10, 2024, the collection offers a glimpse into Raffles’ signature style and luxury.
The collection, developed under the guidance of German stylist Jessica Diehl, includes a range of items designed to evoke the elegance and ease associated with a stay at Raffles hotels. Claudia Kozma Kaplan, Chief Brand Officer at Raffles, expressed excitement about the launch, stating, “Through ‘The Butler Did It Collection’, we are thrilled to give guests the opportunity to enjoy Raffles outside of our hotels.”
Overview of the Collection
The Butler Did It Collection features a variety of lifestyle items, including pajamas, t-shirts, polos, cashmere jumpers, velvet smoking jackets, custom Frette velvet slippers, bucket hats, and cashmere baseball caps. Notably, Globe-Trotter has crafted a bespoke green suitcase adorned with Raffles’ signature palm print, while Christofle offers a uniquely branded coffee cup. This varied selection reflects the brand’s commitment to quality craftsmanship and modern luxury.
Raffles aims to convey a sense of whimsy and care through the collection, which showcases vibrant colors and textures that resonate with the brand’s identity. Each piece is designed to capture the essence of Raffles’ hospitality experience, allowing customers to bring a piece of that luxury into their everyday lives.
Future Plans for Raffles Lifestyle Brand
The introduction of The Butler Did It Collection serves as a precursor to a more expansive Raffles lifestyle brand set to launch in the fall of 2026. This future offering will be complemented by a dedicated online retail platform, enhancing accessibility for customers worldwide.
Thierry Prevost, CEO of Printemps America, highlighted the significance of this collaboration, stating, “Much like Printemps, Raffles is synonymous with excellence in both service and style. We are proud to be the exclusive home of this collection and to celebrate a shared appreciation for craftsmanship, creativity, and modern luxury.”
This strategic move into the lifestyle sector not only broadens Raffles’ market presence but also aligns with current trends in luxury retail, where experiential branding plays a crucial role in consumer engagement. As the collection gains traction, it is poised to attract both loyal Raffles customers and new clientele seeking high-end lifestyle products.