In celebration of the 20th anniversary of its signature Big Bang collection, Swiss watchmaker Hublot has announced a new global campaign – with an unconventional star at its centre.
Captured by photographer Carljin Jacobs (best known for shooting the cover art of Beyoncé’s 7th studio album “Renaissance”), Hublot’s latest campaign depicts Choupette in what the brand describes as “a series of striking, high fashion visuals interspersed with meme-inspired content”.
Choupette carried by an unidentified hand model, who wears the Big Bang 20th Anniversary 'Red Magic' chronograph. Courtesy of Hublot.
Among the most famous non-human faces in the world of fashion, Choupette is closely associated with long-time Chanel designer Karl Lagerfeld.
The blue-cream Birman was Lagerfeld’s domestic pet for close to a decade (2011-2019) and is reported to have inspired the cornflower blue colour palette that was a key theme throughout Chanel’s Spring 2012 couture show.
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Courtesy of Hublot.
In her new role as cover star of Hublot’s ‘Own It’ campaign, Choupette is positioned to embody the “outrageous confidence” and “radical individuality” that are key pillars of the LVMH-backed watch brand’s identity.
Since the days of long-term (and now former) CEO Ricardo Guadalupe, Hublot has cultivated an iconoclastic image among watch collectors.
Its bombastic, lifestyle-driven products – such as an ongoing partnership with Japanese contemporary artist Takashi Murakami – have given it a reputation for disruption among its Swiss industry peers.
The Big Bang, Hublot’s emblematic range of large ceramic sports watches, has been pivotal to the company’s success – celebrated in this new campaign with a bold red limited edition.
Entitled the ‘Red Magic’, this flagship watch that accompanies Choupette through much of the campaign’s imagery has been produced by Hublot in a limited edition of 100 pieces.
The watch utilises the brand’s in-house HUB1280 UNICO movement: notable for its 3-day power reserve, and ‘flyback’ functionality allowing for the chronograph to be reset using a single button press.
