A look from Raffles’ “The Butler Did It” collection. Image source: Raffles via WWD
Raffles Hotels & Resorts debuts its first foray into fashion with “The Butler Did It,” a limited-edition ready-to-wear and lifestyle collection. Marrying old-world glamour with palm-lined aesthetics, the line is available exclusively at Printemps in New York and Paris.
Reported by WWD, the collection includes pajamas, T-shirts, polo shirts, cashmere knitwear, and velvet smoking jackets, alongside accessories such as bucket hats and cashmere baseball caps, all produced in a tropical colour palette of cream, terra cotta, and palm green.
“Through ‘The Butler Did It’ collection, we are thrilled to give guests the opportunity to enjoy Raffles outside of our hotels. Designed to reflect the effortless glamour and sense of ease that define a stay with us, the collection plays with colour, texture and our signature palm motif, capturing the same sense of whimsy, surprise and care that sits at the heart of the Raffles experience,” said Raffles Chief Brand Officer Claudia Kozma Kaplan.
Why Your Next Trip to Raffles Includes the Wardrobe
Curated by stylist Jessica Diehl, the collection brings together legendary names like Globe-Trotter, Christofle, and Frette. It’s a mix of serious prestige and playful wit—think signature green suitcases and velvet slippers that feel more like a memory of a great trip than a standard souvenir.
Speaking to WWD, Diehl highlighted, “The Butler Did It collection is really about taking the magic of Raffles and letting it slip a little more casually into everyday life. Raffles has this incredible way of holding onto its history while still feeling completely at ease in the present — it’s glamorous but never trying too hard. That balance became our starting point,”
Diehl describes the line as luxury with personality; pieces that are more than just souvenirs. The goal, she noted, was to capture the memory of a Raffles stay through items that remain practical and stylish within a permanent wardrobe.
Raffles Hotels x Printemps Collection
Named after the hotel’s global brand campaign, “The Butler Did It” signals a strategic shift toward a fashion-forward identity for Raffles. Directed by Trey Laird and photographed by Dylan Don, the campaign highlights the brand’s storied heritage of personalised service.
This isn’t just about clothes; it’s a strategic pivot. Part of Accor’s luxury portfolio, which spans from the Singapore flagship to hubs like London and Dubai, Raffles is repositioning itself as a “fashion-conscious” lifestyle brand.
The launch kicks off with a cocktail party at Printemps Haussmann on Feb. 17, with select pieces available online and in-store through March 10.
