Paris Hilton becomes the face of Karl Lagerfeld’s Fall-Winter 2025 campaign

Karl Lagerfeld chooses Paris Hilton as ambassador for his new international campaign. A meeting of fashion heritage and pop-culture, unveiled at Paris Fashion Week.

For his Autumn-Winter 2025 campaign, Karl Lagerfeld struck a major blow by calling on Paris Hilton. More than just a famous face, the fashion house sees in her a figure of contemporary visual culture, capable of embodying both the designer’s heritage and the spirit of constant reinvention.

Under the slogan “From Paris with Love”, the campaign pays homage to the codes dear to Karl Lagerfeld. Photographed in black and white by Chris Colls, Paris Hilton reinterprets with humor and derision the famous Karl Interviews Karl videos, in which the designer staged himself. A subtle reminder that fashion is not just about clothes, but also about play and self-mockery.

A muse who embodies cultural influence

The choice of Paris Hilton is not insignificant. For Pier Paolo Righi, CEO of Karl Lagerfeld, “Paris is both a global icon and a businesswoman – someone who understands the cultural power of image and reinvention”.
A statement that illustrates the house’s desire to appeal to a wider audience, at the crossroads of luxury, digital trends and pop-culture.

Alongside Paris Hilton, the campaign also features the men’s line, represented by Spanish model and actor Jon Kortajarena.

An international, multi-channel campaign

Conceived as a 360° operation, “From Paris with Love” will be deployed on posters, press, digital, social networks and pop-ups. The official launch will take place on October 1, 2025, in the midst of Paris Fashion Week, confirming the strategic importance of this event for the brand.

A home in full expansion

Since its takeover by American group G-III Apparel in 2022 for $210 million, the Karl Lagerfeld fashion house has enjoyed sustained growth. Total sales are approaching 1.5 billion euros a year, with growth of 9% in the last financial year.

This success is driven by the Karl Lagerfeld Jeans line, but also by the development of the high-end hotel business, already established in Malaysia and Dubai, and soon in Spain. A diversification that testifies to the brand’s ability to adapt to new luxury territories.

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