Karl Lagerfeld Extends Paris Hilton Partnership and Introduces Digital Character NOT-KARL

Photographed by Matt Easton, the fall campaign places the pair against retro television screens. The brand describes the character’s debut as the beginning of a longer story, rather than a one-season appearance. Kit Butler joins as the face of menswear.

The collection features predominantly monochrome tailoring and outerwear, including a tuxedo-inspired long white shirt and the K/Autograph bag range. The global rollout spans digital, social, print and out-of-home channels.

It brings Karl Lagerfeld, Karl Lagerfeld Jeans and Karl Lagerfeld Paris together under one creative narrative. The partnership combines a returning celebrity face with a new brand-owned storytelling device. A Paris Fashion Week event will support the campaign, with details due in early September.

The release does not specify an event date or identify the two teased cameo appearances, so those elements remain to be announced.