PARIS — Long synonymous with the Singapore Sling and grand hotel glamour, Raffles Hotels and Resorts is now translating its signature style to the wardrobe.
The 138-year-old hospitality brand is launching “The Butler Did It” collection, a limited-edition fashion and lifestyle line available exclusively at Printemps in both New York and Paris.
The collection marks Raffles’ first step into branded consumer goods. The pieces translate the hotel’s palm-lined gardens and old-world glamour into ready-to-wear and home accessories with a polished, decadent aesthetic.
“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 color, texture and our signature palm moIf, 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.
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 color palette of cream, terra cotta and palm green.
A look from Raffles’ “The Butler Did It” collection.
The lifestyle component leans into heritage collaborations: Globe-Trotter has created a bespoke deep-green suitcase lined with Raffles’ signature palm print, while Christofle has reimagined its coffee cup emblazoned with the collection’s playful slogan. Velvet slippers embroidered with “The Butler Did It” are made by Frette.
Product development was shaped by stylist Jessica Diehl, who is known for her work with luxury brand campaigns as well as styling Greta Gerwig, Emma Watson and Jennifer Lawrence, among others.
“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 told WWD.
“The pieces are relaxed but still polished, with a quiet sense of humor woven in, because the best kind of luxury always has a bit of personality. We wanted each item to feel like the kind of souvenir you bring home from a stay you didn’t want to end , something that carries the memory, but also fits seamlessly into your life once you’re back,” she added.
“The Butler Did It” collection takes its name from the hotel’s current global brand campaign celebrating its storied personalized service. That campaign, directed by Trey Laird and photographed by Dylan Don, is the kickoff of a more fashion-conscious positioning for the brand.
For Printemps, the partnership reinforces its strategy of anchoring both its Paris flagship and newly opened New York store with exclusive launches.
The Haussmann location will host a cocktail event on Feb. 17 to mark the collection’s debut. Select pieces will be online and available in stores through March 10.
Raffles operates upscale properties in key global cities, from its historical flagship in Singapore to Paris, London, Bali, Boston, Dubai, Doha, Istanbul, Jaipur, India, and Phnom Penh, Cambodia, as part of hotel group Accor’s broader luxury portfolio.
Accor, which reported record growth in its luxury and lifestyle division in the first half of 2025, is taking a deliberately selective approach to expanding Raffles physical locations. It has just one hotel in the U.S. so far and is in advanced talks to open a second in Beverly Hills, an expansion designed to reflect the brand’s ultra-luxury positioning.
However, it plans to expand the lifestyle concept with a broader ready-to-wear and home offering in fall 2026, alongside the launch of its own e-commerce platform, positioning the hotel group within the fast-growing luxury lifestyle market.
A look from Raffles’ “The Butler Did It” collection.
