Raffles Unveils The Butler Did It Collection as a Preview of Its Upcoming Ready-to-Wear and E-Retail Strategy
(IN SHORT) Raffles Hotels & Resorts has launched The Butler Did It Collection, a curated fashion and homeware line available exclusively at Printemps New York and Printemps Paris until March 10, 2026, with select pieces online. Developed with partners Globe-Trotter, Frette, and Christofle and shaped by stylist Jessica Diehl, the collection translates Raffles’ signature elegance into ready-to-wear apparel, accessories, and bespoke lifestyle objects such as a palm-lined suitcase and embroidered slippers. Inspired by Raffles’ global The Butler Did It campaign, the launch offers an early glimpse of a broader lifestyle range and forthcoming e-retail platform slated for fall 2026, extending the Raffles experience beyond its hotels.
(PRESS RELEASE) PARIS, 2026-Feb-10 — /Travel PR News/ — Raffles Hotels & Resorts has unveiled The Butler Did It Collection, a curated fashion and homeware assortment inspired by the brand’s distinctive spirit of elegance, refinement, and playful sophistication. Presented exclusively at Printemps New York and Printemps Paris until March 10, 2026, with selected items available via Printemps.com, the collection represents a creative extension of the Raffles lifestyle beyond the hotel experience.
Bringing together carefully selected apparel and home accessories, the collection translates Raffles’ signature aesthetic into a tangible, everyday expression. Developed in collaboration with esteemed partners Globe-Trotter, Frette, and Christofle, the range blends craftsmanship, heritage, and contemporary design, allowing guests and design enthusiasts alike to experience a touch of Raffles’ renowned hospitality in their personal spaces.
Claudia Kozma Kaplan, Chief Brand Officer of Raffles, explained that the collection reflects the effortless glamour and sense of ease that define a stay at Raffles properties. She highlighted how the designs play with color, texture, and the brand’s iconic palm motif, capturing the same sense of whimsy, surprise, and attentive care that characterizes the Raffles experience.
Shaped in collaboration with stylist Jessica Diehl, the fashion offering includes an exclusive selection of ready-to-wear and lifestyle pieces. The lineup features luxurious yet relaxed garments such as silk pajamas, t-shirts, polos, cashmere knitwear, and velvet smoking jackets, complemented by accessories ranging from bucket hats to cashmere baseball caps, all rendered in a refined, sophisticated color palette.
Beyond clothing, the collection extends into lifestyle objects. Globe-Trotter has designed a bespoke deep green suitcase lined with Raffles’ signature palm print, while Frette has created custom velvet slippers embroidered with the phrase “The Butler Did It.” Adding a final touch of elegance, Christofle has reinterpreted its iconic coffee cup, embellished with the collection’s playful namesake.
Emmanuel Suissa, Chief Partnership Officer at Printemps, said that the department store has always been a meeting point for hospitality, fashion, and culture. He noted that The Butler Did It Collection aligns perfectly with Printemps’ vision by translating Raffles’ legendary service into a refined lifestyle expression, and expressed pride in presenting the collection exclusively to customers in New York and Paris.
The collection takes its inspiration from Raffles’ recent global brand campaign, The Butler Did It, which celebrates the brand’s iconic Butler Service and its role in crafting personalized, memorable guest experiences. Conceived under the creative direction of Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner, the campaign blends theatrical storytelling with a modern, fashion-forward sensibility that seamlessly carries into the collection itself.
This launch also serves as a preview of a broader ready-to-wear and home offering that Raffles plans to introduce in fall 2026, alongside the debut of a dedicated e-commerce platform that will further expand the Raffles lifestyle into the digital retail space.
The Butler Did It Collection is available exclusively at Printemps New York and Printemps Paris, with a curated selection accessible online via Printemps.com.
ABOUT RAFFLES
Founded in Singapore in 1887, Raffles Hotels, Resorts and Residences are places where ideas are born, history is made and stories and legends are created. At each landmark address, distinguished guests and residents will find a world of elegance and enchanted glamour, where Raffles’ renowned legacy of gracious service knows no bounds. As the authentic heart of a destination, Raffles champions fine art and design, and fosters culture in all its forms, guiding guests to make discoveries in their own time and way. Raffles’ commitment to local communities is expressed through diverse initiatives with a unified mission to actively support the arts and the environment. From one generation to the next, visitors arrive as guests, leave as friends, and return as family. Raffles can be found in key international locations including Singapore, Paris, London, Boston, Istanbul, Dubai, Doha, Jaipur, Phnom Penh and Bali, among others. Raffles is part of Accor, a world leading hospitality group counting over 5,700 properties throughout more than 110 countries, and a participating brand in ALL Accor, a booking platform and loyalty program providing access to a wide variety of rewards, services and experiences.
raffles.com | accor.com | group.accor.com
Press Contacts
Erica Flint
Director, Global Communications, Raffles Hotels & Resorts
Erica.Flint@raffles.com
SOURCE: Accor
