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Apparel and accessories

Paris Hilton channels founding spirit in global ad push from Karl Lagerfeld

August 28, 2025

Australian photographer Chris Colls returns for his third consecutive season with Karl Lagerfeld. Image credit: Karl Lagerfeld

 

By Amirah Keaton

Fashion label Karl Lagerfeld has recruited American socialite and entrepreneur Paris Hilton as the face of its fall/winter 2025 line.

Titled “From Paris with Love,” a new campaign casts Ms. Hilton in the light of the brand’s Parisian heritage, in a playful dialogue between her celebrity status and the maison’s cultural influence. The 360-degree campaign includes reinterpreted “Karl Interviews Karl” videos starring Ms. Hilton, infused with irreverent social moments that channel Mr. Lagerfeld’s aura, and will be deployed across out-of-home, print, social and digital platforms globally.

“Paris is both a global icon and a businesswoman—someone who understands the cultural power of image and reinvention,” said Pier Paolo Righi, CEO of Karl Lagerfeld, in a statement.

“She and Karl have each defined eras in their own distinct ways.”

“From Paris with Love”
Australian photographer Chris Colls returns for his third consecutive season with Karl Lagerfeld, this time producing monochrome imagery emphasizing the brand’s established visual codes.

The campaign centers on themes of glamour, individuality and attitude, drawing from what is described as the founder’s bold aesthetic sensibilities.

In dual-gender photo ops, Spanish model and actor Jon Kortajarena joins Ms. Hilton to represent the menswear collection. The presentation consolidates each of the brand’s offshoot lines, encompassing KARL LAGERFELD Paris and KARL LAGERFELD JEANS divisions under one unified creative vision.

In dual-gender photo ops, Spanish model and actor Jon Kortajarena wears the menswear collection while Ms. Hilton represents Karl Lagerfeld Jeans. Image credit: Karl Lagerfeld Spanish model and actor Jon Kortajarena wears the menswear collection while Ms. Hilton is seen in KARL LAGERFELD JEANS. Image credit: Karl Lagerfeld

“Karl was a true original—bold, iconic, and always ahead of his time,” said Ms. Hilton, in a statement.

“I’ve always admired his rebellious spirit,” she said. “To be part of Karl’s world, especially in this campaign, which celebrates individuality and playfulness, feels like such a natural fit.

“From Paris with Love...It’s an honor to be part of his legacy in a way that feels true to who I am.”

Building brand heritage
Central to the fall/winter 2025 collection is the revival of the “K/Autograph” motif, formed from Karl Lagerfeld's early hand-drawn initials from the 1980s.

The signature mark originally appeared across ready-to-wear, accessories and jewelry, reflecting the designer's practice of alternating between simplified initials and full signatures on his sketches. The house has reintroduced the Autograph as a contemporary design element featured across the seasonal offering.

Central to the fall/winter 2025 collection is the revival of the “K/Autograph” motif. Image credit: Karl Lagerfeld Central to the fall/winter 2025 collection is the revival of the “K/Autograph” motif. Image credit: Karl Lagerfeld

Overall, the partnership with Ms. Hilton represents Karl Lagerfeld’s ongoing strategy to connect its founder's creative legacy with current cultural influences.

Pop-ups in key locations will further push “From Paris with Love.” The campaign also builds towards an Oct. 1 Paris Fashion Week event that promises to be “a late-night moment to remember.”

“This collaboration captures a dynamic that feels both unexpected and entirely authentic—a dialogue between enduring influence and ever-evolving relevance,” Karl Lagerfeld’s Mr. Righi said, in a statement.

 
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