The world’s most famous and pampered feline Choupette stars in Hublot’s Big Bang 20th Anniversary campaign
The internet’s reigning feline icon, Choupette, has landed her most unexpected role with luxury’s most polarising watch brand Hublot. The Swiss watchmaker has tapped fashion’s famously pampered cat to celebrate its 20th anniversary of the iconic Big Bang collection.
Captured by visionary photographer Carlijn Jacobs, the campaign unfolds in a series of striking, high fashion visuals interspersed with meme-inspired content. With this, Hublot embraces the new language of luxury on social media, engaging people with storytelling, playfulness, and unpredictability.
From ‘failed’ takes to Choupette’s diva moments, the campaign is far from another polished luxury marketing campaign. Including behind-the-scenes footage it offers a rare, self-aware glimpse into a luxury world that doesn’t take itself too seriously. Putting this low filter lens on high luxury allows Hublot to break the fourth wall and bring its audience into the moment, rather than observe from afar.
The campaign commenced on May 1, where Choupette is seen on TikTok and Instagram modelling the Big Bang 20th Anniversary Red Magic. Throughout the month, the spotlight shifted to two more icons: the striking Big Bang Tourbillon Automatic Yellow Neon Saxem, worn by a chic mysterious lady in a statement faux-fur coat, and the Big Bang 20th Anniversary Titanium Ceramic piece, seen on a powerful athlete unapologetically working out right in a gym locker.
