Raffles has moved into retail with The Butler Did It Collection, a curated fashion and lifestyle range available at Printemps, featuring collaborative pieces with Globe-Trotter, Frette and Christofle. Olivia Palamountain reports

Guests who have long admired the Raffles aesthetic can now take a piece of it home, thanks to a new fashion and lifestyle range, available exclusively at Printemps in New York and Paris

The Butler Did It Collection, developed with stylist Jessica Diehl, features deluxe ready-to-wear pieces including pyjamas, t-shirts, polos, cashmere jumpers and velvet smoking jackets, alongside accessories ranging from bucket hats to cashmere baseball caps.

Collaborative pieces push the concept further – Globe-Trotter has created a bespoke deep green suitcase lined with Raffles' signature palm print, Frette has produced custom velvet slippers embroidered with "The Butler Did It", and Christofle has reimagined its iconic coffee cup adorned with the collection's namesake phrase.
"Designed to reflect the effortless glamour and sense of ease that define a stay with us, the collection plays with colour, texture, and our signature palm motif, capturing the same sense of whimsy, surprise, and care that sits at the heart of the Raffles experience," says Claudia Kozma Kaplan, chief brand officer at Raffles. "Through The Butler Did It Collection, we are thrilled to give guests the opportunity to enjoy Raffles outside of our hotels."
The collection takes its name from Raffles' recent global brand campaign celebrating its legendary Butler Service, developed under the creative direction of Trey Laird, with photography by Dylan Don and styling by Robert Rabensteiner.
"Printemps has always been a destination where hospitality, fashion, and culture intersect," says Emmanuel Suissa, chief partnership officer at Printemps. "We are proud to exclusively present this collection and to invite our customers to experience the Raffles universe beyond the hotel, through objects designed with elegance, creativity, and care."The Butler Did It Collection serves as a preview of a broader ready-to-wear and home offering launching in autumn 2026, alongside a dedicated Raffles e-retail platform. The collection is available in-store at Printemps New York and Printemps Paris, with select pieces online at Printemps.com.