CHOUPETTE STARS IN HUBLOT’S BIG BANG CAMPAIGN

Big Bang Energy, à la Choupette

Two decades ago, Hublot launched the Big Bang—a watch that said no to quiet design and yes to bold statements. It fused unexpected materials and disrupted the rules of traditional watchmaking. I like that. I too am a disruptor and I turned the fashion world upside down without ever walking a runway.

We both know the power of a dramatic entrance.

Born to Own It

The new campaign slogan is “Own It.” In fact, it’s less a tagline, and more a life mantra I purr by. Not only do I own it—I redefine it. Whether lounging on a silk chaise or giving side-eye from a Goyard pet carrier, I live without apology. Fortunately, Hublot gets that. Therefore, this campaign celebrates bold personalities who never ask for permission to be fabulous.

They asked for confidence. Naturally, I brought legendary.

Behind the Lens: Hublot’s Feline Star Strikes a Pose

Photographer Carlijn Jacobs captured me in all my glory, fur immaculate, gaze piercing, energy somewhere between runway queen and intergalactic muse. Meanwhile, between camera clicks, there were snacks (lobster bites only), mood swings (mine), and minor creative disagreements (mostly resolved with a stare).

In short, let’s just say: I set the tone.

Moreover, what we created together is far from the stiff, polished luxury you’d expect. Think of it as high fashion meets meme culture, with just the right amount of self-aware mischief. Ultimately, it’s a campaign that laughs at perfection and embraces presence.

Wearing Big Bang? Naturally, Choupette Approves

I may not read time…who needs it when you are the moment? But I know a good accessory when I see one. For example, the Big Bang Red Magic? A pop of fire on the wrist, as bold as my personality. Plus, yes, it matches my eyes.

Later in the campaign, there’s a mysterious woman in faux fur and Yellow Neon Saxem, giving full ‘don’t talk to me’ energy. At the same time, a fierce athlete is sweating in the gym while flexing a Titanium Ceramic Big Bang. Haute, sweaty, unexpected. Honestly, I’m obsessed.

Time According to Choupette and Hublot

Julien Tornare, Hublot’s CEO, put it well: “The Big Bang is a revolution in watchmaking.” Finally, someone who speaks my language. Hublot doesn’t follow time, it reinvents it. Just like I reinvent what it means to be a muse in the age of memes and algorithms.

Time? It’s a concept. Presence? That’s power.

Let Them Stare

So, here we are. Me, Choupette, celebrating 20 years of Big Bang with the only brand brave enough to blur the line between audacity and irony. We didn’t just break the fourth wall, we knocked it over and clawed it into couture.

And in case you missed the message: this is what it looks like to own it.

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