KARL LAGERFELD brings back Paris Hilton for its Spring Summer 2026 “From Paris with Love” global campaign, shot at the Maison’s Paris headquarters and spanning the main line, KARL LAGERFELD JEANS, and KARL LAGERFELD PARIS collections.
A continuing story
The campaign marks the second consecutive season that Paris Hilton fronts KARL LAGERFELD, extending the brand’s focus on a recognizable global face across ready to wear and accessories. Shot at 21 Rue Saint Guillaume in Paris, the setting ties directly back to Karl Lagerfeld’s own working world and the house’s archive narrative.
Paris Hilton says “Stepping into Karl’s world felt personal and true to the DNA of both Karl and the brand. It wasn’t about looking back but being present in a space where his legacy continues to evolve,” framing the project less as nostalgia and more as a live continuation of his aesthetic codes. That positioning aligns with the label’s broader strategy of evolving the founder’s image into a contemporary, digital facing universe.
Design and visual direction
The main KARL LAGERFELD campaign leans on the house’s signature black and white palette, pairing Paris Hilton’s high gloss persona with sharp tailoring and accessories. For KARL LAGERFELD JEANS, the imagery shifts to pop inflected colors, signaling a more casual, youth oriented segment within the same seasonal story.
In the KARL LAGERFELD PARIS U.S. campaign, the brand highlights a colorful, fresh spring mood and what it calls assured femininity. Across all three executions, the throughline is a modern, empowered take on dressing, with Paris Hilton’s presence used as the bridge between heritage codes and current fashion culture.
Menswear and hero imagery
Model Sean O’Pry fronts the men’s component of the campaign, bringing what the brand describes as a sleek yet relaxed presence. His on camera chemistry with Paris Hilton is used to connect men’s ready to wear and accessories back to the core story, including a hero visual shot outside the Paris Maison headquarters.
The season again spotlights the K/Autograph range, which uses graphic hardware based on Karl Lagerfeld’s original autograph as a key branding device. Positioning that line as a centerpiece fits with the broader luxury market’s continued reliance on identifiable hardware and logos to drive recognition across handbags and leather goods.
Brand context and strategy
KARL LAGERFELD describes a portfolio that spans women’s, men’s, and kids’ ready to wear, KARL LAGERFELD JEANS, bags, small leather goods, footwear, fragrances, eyewear, and the KARL LAGERFELD MAISON furniture and hospitality projects. The brand cites more than 200 points of sale worldwide, including key doors in Paris, London, Munich, Dubai, and Shanghai, plus its digital flagship at KARL.COM.
The house also notes its participation since 2019 in the Fashion Pact, a global initiative around climate, biodiversity, and ocean protection, placing the campaign within a larger sustainability conscious narrative that is increasingly standard in European luxury.
For people in the footwear and apparel space, this mix of celebrity led storytelling, hardware driven hero products, and sustainability signaling reflects how heritage names are competing for attention in a crowded premium market.
