Move over, supermodels — Choupette, the 13-year-old Birman cat of the late fashion icon Karl Lagerfeld, is stealing the spotlight once again.
The blue-eyed feline, known as fashion’s most pampered pet, has landed a starring role in Hublot’s 20th-anniversary campaign for its iconic Big Bang watch, launched on May 2, 2025. With her own driver, personal dietitian, and a taste for caviar, Choupette is living a life so luxurious it’s the envy of every millennial dreaming of ultimate comfort. Here’s the scoop on her latest gig and why she’s the purr-fect embodiment of extravagance.
Choupette: The Feline Face of Hublot’s “Own It” Campaign
Hublot, the Swiss watchmaker known for its bold designs, chose Choupette to front its “Own It” campaign, celebrating the Big Bang’s 20th anniversary. In a quirky social media video shot by fashion photographer Carlijn Jacobs, Choupette peeks out of a peacoat, gazing at a Hublot watch as if checking the time — an ironic touch, given the brand’s humorous note that she “doesn’t have a wrist or know how to tell time.”
The campaign, which pairs high-fashion visuals with meme-inspired content, showcases Choupette’s “signature attitude” and “unfiltered personality,” aligning perfectly with Hublot’s ethos of “outrageous confidence and radical individuality.”
Choupette stars alongside five limited-edition Big Bang watches, including the striking Big Bang Anniversary Red Magic, which blends early Big Bang aesthetics with modern Unico features.
Hublot’s CEO, Julien Tornare, praised the campaign’s nod to the brand’s disruptive spirit, saying, “The Big Bang represents a revolution in watchmaking, a perfect union of tradition and modernity.” And who better to embody that revolution than Choupette, the cat who’s clawed her way to the top of the fashion and luxury world?
A Life of Unmatched Luxury
Choupette’s Hublot gig is just the latest chapter in her saga of opulence. Since Lagerfeld adopted her in 2011 from French model Baptiste Giabiconi, the Birman has lived a life most humans can only dream of. Now cared for by Lagerfeld’s former housekeeper, Françoise Caçote, in a Parisian apartment, Choupette’s daily routine is nothing short of regal.
She has a personal driver to whisk her to appointments, a dietitian to oversee her meals, and a team that includes maids, a bodyguard, and a social media director managing her 267,000-follower Instagram account (@choupetteofficiel). Her favorite indulgence? Caviar, though her vet, Dr. Yola Horn, insists it’s served in moderation to avoid health issues due to its saltiness.
Choupette dines from custom Goyard and Chinese porcelain bowls, never on the floor, and her menu often includes fresh fish, organic chicken, and the occasional foie gras. She travels in style, with custom Louis Vuitton luggage, and has been known to summer in Provence or jet to Saint-Tropez, where she enjoys garden strolls.
Her 13th birthday in 2024 was celebrated at Versailles with balloons, a decadent cake, and luxury gifts, all captured by a private photographer. As Caçote told Hello!, “She’s the boss here. It’s, ‘When I want, how I want.’”
A Fashion Icon with a Fortune
Choupette’s modeling career is as illustrious as her lifestyle. She’s posed with A-listers like Gisele Bündchen, Kendall Jenner, and Laetitia Casta, and has fronted campaigns for brands like Shu Uemura and Opel. In 2014 alone, she earned €3 million ($3.18 million) from two projects, outpacing many human supermodels.
Rumors swirled that Lagerfeld left her a chunk of his estimated $300 million fortune when he died in 2019, with a trust ensuring her wealth is managed by caretakers. While French law prevents animals from directly inheriting, Choupette’s “little fortune” keeps her in the lap of luxury, with estimates pegging her net worth at $13 million.
Her Hublot campaign has sparked buzz across social media, with X posts calling her “the world’s most famous cat” and marveling at her enduring star power. One user, @StreetFashion01 , shared campaign images, while @mistressofacat gushed in Russian about her “purr-fect” role. Choupette’s ability to stay relevant, even six years after Lagerfeld’s passing, proves she’s more than a pet—she’s a cultural icon.
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The Ultimate Life Goal: Be Like Choupette
For millennials scrolling through Choupette’s Instagram or watching her Hublot ad, the message is clear: this cat has mastered the art of living well. She’s selective about her gigs — “We’re very selective about the shoots we do,” Caçote says—and uncompromising in her demands.
She hates perfume, loves paper bags, and growls if brushing isn’t on her terms. Yet, as Lagerfeld once said, she’s “peaceful, funny, fun, and gracious,” with a presence that made him a “nicer person.”
Choupette’s Hublot campaign isn’t just a flex of her fame; it’s a reminder that confidence, elegance, and a touch of diva energy can take you far — even if you’re a cat.
So, the next time you’re stressing over bills or dreaming of a private jet, channel Choupette. After all, if a 13-year-old feline can command a driver, a dietitian, and a caviar platter, maybe we can all aim for a little more comfort in life. Here’s to aspiring to her level of unbothered luxury
Want to see Choupette in action? Check out Hublot’s campaign on Instagram or visit choupetteofficiel for a glimpse into her fabulous world.
