Karl Lagerfeld continues its partnership with Paris Hilton for the Fall Winter 2026 campaign, bringing the entrepreneur back for another chapter of the brand’s From Paris With Love story. Hilton appears alongside model Kit Butler and a new digital character named NOT-KARL, who joins the brand’s campaign universe for the first time.
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The campaign follows Hilton’s appearances for Fall Winter 2025 and Spring Summer 2026, extending a relationship that has now covered three consecutive seasons. Photographer Matt Easton shoots Hilton for Karl Lagerfeld for the first time. The images continue the From Paris With Love concept, which brings Hilton’s personality into the visual codes associated with the label. The Fall Winter 2026 chapter adds a digital element through NOT-KARL, a character created as a new member of the brand’s world.
NOT-KARL appears through a series of retro multi-screen televisions placed throughout the campaign. His appearance references the late Karl Lagerfeld and introduces humor and irreverence into the images. According to the label, the character creates a new dialogue with Hilton and opens further possibilities for format, storytelling and perspective.
Karl Lagerfeld plans to develop NOT-KARL beyond this campaign. The Fall Winter 2026 project begins a wider narrative for the digital character, positioning his debut as the first step in an ongoing role within the brand.
CEO Pier Paolo Righi described Hilton as a source of energy, authenticity and individuality across the previous two campaigns. He said the decision to continue the partnership while introducing NOT-KARL gave the brand an opportunity to explore new creative formats while maintaining Karl Lagerfeld’s point of view.
Hilton also commented on the continued collaboration, describing each campaign as a distinct moment. She said the team continues to find new ways to connect her world with Karl Lagerfeld and called the addition of NOT-KARL unexpected. She also pointed to the character’s presence as a new source of energy during the shoot and expressed enthusiasm for the next stage of the partnership.
The Fall Winter 2026 campaign continues a familiar collaboration while introducing a character designed to expand the label’s digital storytelling.
