For Fall-Winter 2026, Paris Hilton returns as the face of KARL LAGERFELD, continuing her relationship with the Maison for another season, this time joined by Kit Butler and the newly introduced NOT-KARL. And honestly, it makes perfect sense. Paris Hilton is an icon. Karl Lagerfeld was a genius. Both understood something that is increasingly rare: fashion is not only about what you wear, but about the world you create around it.
Meet NOT-KARL, the newest addition to the KARL LAGERFELD universe. A digital character with a taste for mischief, he joins Paris in front of a wall of retro televisions, creating a campaign that feels part fashion editorial, part pop culture fever dream.
Photographed by Matt Easton, the images play with contrast, humour and the idea of reinvention. Which is exactly where Paris feels most at home. Long before everyone had a personal brand, she understood how to build one. She turned a persona into a cultural phenomenon and somehow made the whole thing look effortless.
Now she gets to do it again, this time inside Karl’s world.
And Karl Lagerfeld’s world was always made for characters. His incredible talent was not simply designing clothes, but creating an entire visual language around them. Sharp, graphic, instantly recognisable and never afraid of spectacle. Even after his death, that attitude remains impossible to ignore.
For FW26, the collection follows those codes with sharp tailoring, elevated outerwear and monochromatic silhouettes, punctuated by details such as a tuxedo-inspired white shirt and the K/Autograph bags.
Kit Butler joins Paris as the face of menswear, bringing an effortlessly masculine presence to the campaign, while two mysterious cameos are set to make an appearance.
Paris Hilton brings her unmistakable star power, while international model Kit Butler adds a relaxed confidence and NOT-KARL arrives to disrupt the whole picture with his digital charm and irreverence.
Together, they create the kind of unexpected chemistry that makes the campaign feel spontaneous rather than overly polished. Three very different characters, one unmistakable KARL attitude.
The campaign launches globally across digital, social, print and out-of-home from September 1, bringing together KARL LAGERFELD, KARL LAGERFELD JEANS and KARL LAGERFELD PARIS under one creative narrative. The story will continue during Paris Fashion Week with a special event hosted by the Maison.
Paris is back. Karl’s world keeps evolving. And NOT-KARL has officially entered the chat.
