Global entrepreneur and media personality Paris Hilton returns as the face of the Karl Lagerfeld fashion house for its Fall-Winter 2026 and Spring-Summer 2027 campaigns. This extended partnership, set to launch globally on September 1, 2026, introduces a novel element: ‘Not-Karl’, a new digital character. The campaign, photographed by Matt Easton, continues the brand’s ‘From Paris With Love’ narrative, as reported by NTB Kommunikasjon.
The Fall-Winter 2026 campaign, captured by Matt Easton, marks the debut of Not-Karl, a charismatic digital character. This new addition to the brand’s universe appears alongside Hilton, forming an “unexpected on-screen duo,” according to NTB Kommunikasjon. Campaign visuals feature Not-Karl broadcast across retro multi-screen televisions, injecting a contrasting and humorous dimension into the storytelling.
Not-Karl, distinguished by white hair, sunglasses, and German-accented English with witty repartee, engages in playful exchanges with Hilton in a black-and-white video centerpiece, WWD exclusively reported. Karl Lagerfeld CEO Pier Paolo Righi told WWD that the synthetic voice for Not-Karl was developed from a voice-over artist’s recording, subsequently refined by both human and machine input. Hilton herself expressed her excitement, stating, “Having NOT-KARL on set made this shoot feel so iconic and just unexpected — it brought such a magical energy,” as quoted by NTB Kommunikasjon.
Beyond Hilton and Not-Karl, the campaign also features Kit Butler as the face of menswear, with their “long-standing friendship lend[ing] effortless chemistry,” according to NTB Kommunikasjon. Additionally, two special cameo appearances are included. The Fall-Winter 2026 collection itself highlights sharp tailoring, elevated outerwear, and graphic simplicity, presented predominantly in a monochromatic palette, with standout pieces like a tuxedo-inspired long white shirt and the K/Autograph bag range, HELLO! Magazine reported.
Campaign’s Vision and Impact
Pier Paolo Righi, CEO of Karl Lagerfeld, noted that Paris Hilton’s previous two campaigns for Fall 2025 and Spring 2026 “bolstered its business ‘in a very tangible way across every region of the world,'” contributing to the brand’s growth in an increasingly challenging environment, WWD reported. Righi explained to WWD that Hilton was “not an obvious choice — and that was precisely the point,” which prompted people to “stop and take notice,” aligning with the late Karl Lagerfeld’s spirit as “unexpected, provocative and culturally relevant.”
The introduction of Not-Karl is particularly significant, according to Righi, as it brings “wit and irreverence,” fostering a fresh dialogue with Paris Hilton while allowing for innovative storytelling formats. He clarified to WWD that the brand is “not trying to recreate Karl,” but rather to reintroduce some of his spirit, wit, and intelligence. The name “Not-Karl” itself is intended to convey irony and playfulness, reflecting a key part of the founder’s personality.
Evolving Brand Identity and Global Relevance
The integration of Not-Karl, a sophisticated digital character with an AI-generated voice, reflects a growing trend in the fashion and marketing industries towards leveraging advanced technology for brand engagement. This move by Karl Lagerfeld could influence how other global brands approach celebrity endorsements and digital storytelling, signaling a shift towards more interactive and technologically-driven campaigns that resonate with an international audience accustomed to digital innovation.
This collaboration also underscores the enduring influence of Paris Hilton, whom WWD describes as a “pioneering influencer and savvy entrepreneur.” Her ability to bridge modeling, media, and digital trends makes her a strategic choice for a brand aiming to fuse its founder’s iconic vision with a “contemporary, forward-looking spirit,” as NTB Kommunikasjon stated. The brand itself, which operates over 200 stores globally and maintains a robust digital presence, also joined the Fashion Pact in 2019, committing to sustainability objectives, according to NTB Kommunikasjon.
Righi informed WWD that he envisions Not-Karl potentially becoming an ongoing method to engage consumers, offering comments on style, advice, or reactions to culture.
As the Fall-Winter 2026 campaign launches globally across various platforms, attention will turn to its reception and the further evolution of Not-Karl. The Maison plans to celebrate the campaign with a special event during Paris Fashion Week, with additional details expected early September, promising to further define this unexpected new chapter for the Karl Lagerfeld brand.
Image: WWD
Sources consulted
- NTB Kommunikasjon: Paris Hilton Returns as the Face of KARL LAGERFELD as NOT-KARL Debuts for Fall–Winter 2026
- WWD: EXCLUSIVE: Karl Lagerfeld Can’t Get Enough of Paris Hilton
- HELLO! Magazine: Introducing fashion’s most unexpected double act for AW26 – Paris Hilton for NOT-KARL
Livia Dorne covers film, television, music, and pop culture with a keen editorial perspective. She delivers engaging commentary, reviews, and behind-the-scenes insights that keep readers connected to the entertainment world. Her style blends critique with storytelling.
