On September 1, 2026, Paris Hilton returned for her third consecutive Karl Lagerfeld campaign. This time, the house gave her an unexpected co-star: NOT-KARL, a digital alter ego complete with white ponytail, dark glasses and the late designer’s unmistakable visual codes.
On September 1, 2026, Paris Hilton returned for her third consecutive Karl Lagerfeld campaign. This time, the house gave her an unexpected co-star: NOT-KARL, a digital alter ego complete with white ponytail, dark glasses and the late designer’s unmistakable visual codes.
September 1, 2026
Photographed by Matt Easton, Fall Winter 2026 continues the house’s From Paris With Love series. Paris Hilton appears beside stacks of retro television screens broadcasting NOT-KARL, while model Kit Butler joins the menswear side of the campaign and Hilton’s Chihuahua, Iconic Princess, makes a cameo.
The clothes keep close to Lagerfeld’s familiar graphic vocabulary: monochrome tailoring, crisp white shirting, strong outerwear and the K/Autograph bags. Yet the campaign clearly treats personality as the bigger hook. NOT-KARL turns the designer’s instantly recognisable appearance into a character that can continue generating jokes, dialogue and digital content beyond a single season.
The partnership appears to be doing commercial work too. Karl Lagerfeld CEO Pier Paolo Righi said Hilton’s previous campaigns had helped the business grow across global markets. G-III also reported high-single-digit annual growth for Karl Lagerfeld, with North American sales rising in the high teens and karl.com growing more than 20 percent.
That helps explain why Hilton is already confirmed through Spring Summer 2027. The house is using nostalgia in two directions at once: Karl’s image supplies heritage, while Paris Hilton supplies a living pop-cultural personality capable of keeping it circulating now.
