Printemps Joins Forces with Raffles: A New Chapter in Luxury Hotels and Lifestyle
In a strategic collaboration that merges heritage hospitality with haute couture, Raffles Hotels & Resorts and French luxury department store Printemps have unveiled an exclusive lifestyle collection inspired by the timeless elegance of luxury hotels.
This refined alliance not only exemplifies the evolution of experiential branding, but also reflects the expanding tastes of the world’s most discerning travelers — the 1%.
Beyond the Suite: Raffles Brings Luxury Hospitality to Wardrobes
At the heart of the launch is “The Butler Did It” collection — a carefully curated capsule of resort-inspired attire, luggage, and accessories. Designed by German stylist Jessica Diehl, the collection features bespoke collaborations with Globe-Trotter, Frette, and Christofle. From velvet smoking jackets to monogrammed travel trunks, every item channels the comfort and polish found in Raffles’ storied properties from Paris to Phnom Penh.
The capsule is available exclusively at select Printemps locations in New York and Paris, with a permanent retail platform planned for Fall 2026. According to Claudia Kozma Kaplan, Chief Brand Officer at Raffles, the collection is “a chance to let our guests take a piece of the Raffles experience home,” reinforcing the group’s commitment to timeless luxury and design excellence.
Fashion Meets Travel: A New Era of Brand Extension
This move comes as UHNWIs seek brands that can offer a 360-degree luxury lifestyle. A 2025 Bain & Company x Altagamma study revealed that over 70% of luxury consumers under 45 favor brands that span fashion, travel, and experience, rather than just product categories. For a brand like Raffles, this shift provides fertile ground to expand beyond its luxury hotels into a deeper relationship with its elite clientele.
Printemps, too, is evolving. Under the leadership of Thierry Prevost, Printemps America is repositioning itself as a cultural curator, not just a retail destination. “Much like Printemps, Raffles is synonymous with excellence in both service and style,” says Prevost, “and this collection celebrates our shared appreciation for craftsmanship and modern luxury.”
The Rise of Branded Hospitality Lifestyles
From Aman Essentials to Bulgari’s Signature Experiences, the luxury hospitality sector is embracing brand extensions to reinforce emotional engagement. With over 23.9 million Ultra High Net Worth Individuals worldwide (as of 2025, per Knight Frank Wealth Report), brands must continually innovate to retain the loyalty of these elite global nomads.
For the 1%, travel is no longer just about the destination — it’s about resonance. When a Raffles guest slips into custom Frette velvet slippers or travels with a Globe-Trotter suitcase lined with Raffles’ palm print, they are participating in a narrative of legacy and elegance that stretches far beyond the hotel walls.
A Blueprint for the Future of Luxury Hotels
This collaboration also aligns with a larger trend: the blurring lines between luxury hotels and lifestyle ecosystems. As hospitality brands adapt to a market where UHNWIs seek personalization, craftsmanship, and emotional value, ventures like “The Butler Did It” collection offer a blueprint for building deeper guest relationships.
With global expansion on the horizon — including new Raffles properties in London, Sentosa, and Boston — the brand’s foray into fashion and design marks a thoughtful evolution. It’s not just a nod to luxury. It’s a call to reimagine how luxury hotels can live within wardrobes, rituals, and homes.
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