Raffles Hotels & Resorts is stepping into the world of fashion and homeware with its new line, The Butler Did It Collection. This limited-edition capsule marks a fresh direction for the brand, expanding into ready-to-wear clothing and online shopping.
You can find this collection exclusively at Printemps New York and Printemps Paris until March 10, 2026. Some pieces will also be available online. The collection was created in collaboration with notable brands like Globe-Trotter, Frette, and Christofle, all under the expert eye of stylist Jessica Diehl. Each item focuses on practical luxury that blends into daily life while honoring Raffles’ rich history.
The clothing features relaxed pieces like pajamas, polos, cashmere knitwear, and velvet smoking jackets, all in understated colors. Accessories include a stylish Raffles-green Globe-Trotter suitcase with palm-print lining, Italian velvet slippers embroidered with the collection’s playful name, and a sleek stainless-steel coffee cup from Christofle, complete with a leather cuff.
The collection’s catchy name refers to the hotel’s famed butler service, emphasizing meticulous attention to detail that Raffles is known for. The items are designed to be both functional and fun, reflecting a light-hearted spirit.
This launch hints at even bigger plans. Raffles intends to roll out a full ready-to-wear and home collection with its own online platform by autumn 2026. This shift is part of a broader trend where luxury hotels are venturing into retail, moving beyond mere hospitality to offer experiences that customers can enjoy in their everyday lives.
According to a recent industry report from McKinsey, luxury brands are increasingly focusing on lifestyle products to deepen customer loyalty. In today’s world, where consumers seek authenticity and connection, this trend is likely to grow. Raffles is perfectly positioned to blend its luxurious hotel experience with accessible lifestyle options, making it a brand to watch.
For more insights on the luxury lifestyle industry, check out this comprehensive report from McKinsey & Company.
