Paris Hilton is returning for another chapter with Karl Lagerfeld. The fashion house has extended its relationship with Hilton, who will front its fall/winter 2026 and spring/summer 2027 campaigns, continuing a partnership that began with the brand's fall/winter 2025 campaign.
The latest campaign introduces a new element to the relationship: Not-Karl, a digital character created for the Karl Lagerfeld universe. The character appears alongside Hilton in the fall 2026 campaign, which was photographed by Matt Easton.
The renewed partnership was reported by Women's Wear Daily, which spoke with Karl Lagerfeld CEO Pier Paolo Righi about Hilton's return and the introduction of Not-Karl. The fashion house has also officially announced the campaign and currently features Paris Hilton and Not-Karl across its own digital channels.
Paris Hilton Returns for Two More Seasons
Hilton first became a Karl Lagerfeld campaign face for fall/winter 2025 before returning for spring/summer 2026. Her new agreement extends that relationship through the brand's fall/winter 2026 and spring/summer 2027 campaigns.
For the fall 2026 campaign, Hilton remains at the center of the brand's "From Paris With Love" narrative. According to Karl Lagerfeld's official announcement, the new campaign continues the established story while introducing Not-Karl as a new character within the brand's world.
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Not-Karl is designed with several recognizable visual references to Karl Lagerfeld, including white hair, a ponytail and dark sunglasses. In the campaign imagery, the digital character appears on retro multi-screen televisions positioned alongside Hilton.
The concept gives the brand a way to reference Lagerfeld's visual identity while creating a fictional character of its own. Karl Lagerfeld has indicated that Not-Karl's story will continue beyond the fall/winter 2026 campaign rather than ending with this season.
What the Fall 2026 Collection Looks Like
The campaign arrives alongside a Fall 2026 collection that draws on Karl Lagerfeld's established tailoring codes while introducing more pronounced '80s-inspired proportions. WWD's runway review describes the collection as a graphic wardrobe built around tailoring, white shirts and little black dresses, with bursts of '80s volume.
The collection also emphasizes the house's interest in structured silhouettes. The Karl Lagerfeld official site describes the season as balancing classic house codes with modernity, while its current menswear offering highlights pared-back tailoring, streetwear, monochrome layering, crisp shirts, refined knitwear, streamlined trousers, tailored suits and structured blazers.
Accessories and outerwear are also part of the season's offering. The brand's current Fall 2026 selection includes pieces such as the K/Autograph Twist color-block crossbody bag, K/Studio Autograph shoulder bag, faux-python overshirt, bouclé jackets and knee-high boots.
That combination of sharp tailoring and more playful proportions fits naturally with the campaign's visual approach. Hilton and Not-Karl are being introduced within a collection that remains connected to the house's recognizable codes while giving the season a more contemporary, pop-culture-oriented presentation.
Not-Karl Expands the Karl Lagerfeld Story
The introduction of Not-Karl is arguably the most distinctive change in the latest campaign. Rather than simply using Lagerfeld's image as a reference, the brand is creating a recurring digital personality that can exist within its broader storytelling.
Karl Lagerfeld's official "World of Karl" platform now gives Not-Karl its own place alongside sections dedicated to "The Real Karl," campaigns and other elements of the brand's universe.
For Hilton, meanwhile, the fall 2026 campaign marks her third consecutive season as a major face of the house's campaign storytelling. For Karl Lagerfeld, the extended partnership keeps that established relationship in place while adding a new digital character and a collection rooted in tailoring, graphic dressing and '80s-inspired volume.
The result is a continuation of the brand's Paris Hilton chapter, but with a new character—and a new way of carrying Karl Lagerfeld's recognizable visual language into the next season.
