Swiss watchmaker Hublot has enlisted Choupette, the late Karl Lagerfeld's famous cat, as the face of their 20th anniversary campaign for the Big Bang collection.
The distinctive feline stars in a series of photographs captured by Carlijn Jacobs, alternating between polished editorial images and casual, meme-inspired content. This approach marks a departure from typical luxury marketing, as the campaign centers around the Big Bang 20th Anniversary Red Magic timepiece.
"The Big Bang represents a revolution in watchmaking, perfectly merging tradition with modernity", explains Hublot CEO Julien Tornare. "While maintaining luxury watchmaking values like craftsmanship and attention to detail, the Big Bang disrupted an industry traditionally resistant to design innovation. This is what sets us apart. Our new campaign celebrates the courage to break conventions and experiment without fear".
Rather than producing another glossy luxury advertisement, Hublot appears to be establishing a fresh social media language for luxury brands. The campaign includes both glamorous shots and deliberately "unsuccessful" takes, engaging audiences through storytelling, playfulness, and unpredictability.
The campaign's tagline, "Own It", serves as a bold call to action, reflecting the spirit of a timepiece that continues to challenge conventions in an industry often constrained by history and tradition.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.