Paris Hilton Returns to Karl Lagerfeld in Campaign with Digital Character
Model and Entrepreneur Stars in New Fall-Winter 2026 Campaign Alongside Not-Karl Avatar
Paris Hilton continues as the face of Maison Karl Lagerfeld and, this season, returns alongside a new element: the digital avatar Not-Karl. The contract extension was announced after two campaigns which, according to the company, boosted business across all regions.
The Contract Extension with Karl Lagerfeld
CEO Pier Paolo Righi revealed that the Fall-2025 and Spring-2026 campaigns “bolstered the business very tangibly across all regions of the world.” He emphasized that Hilton's choice “was not obvious, and that made people stop and notice,” aligning with Karl Lagerfeld's provocative spirit.
The Launch of the Fall-Winter 2026 Campaign
Photographed by Matt Easton, the Fall-Winter 2026 campaign will be globally released starting September 1st, spanning digital media, print, social networks, and billboards. The setting includes stacks of retro televisions displaying Not-Karl, while Hilton appears alongside the avatar in black and white.
Who is Not-Karl, the New Digital Character
Not-Karl is described as a “digital character” with white hair, a ponytail, dark glasses, and speaks English with a German accent. The voice was generated from two hours of a voice actor's recording, then refined by machines and humans. According to Righi, the name carries irony and playfulness, without the pretense of recreating Karl Lagerfeld.
Reactions from Paris Hilton and Kit Butler
Paris Hilton stated that “each campaign has been a moment of its own” and that “having Not-Karl on set made the session so iconic and unexpected – it brought a magical energy.” Kit Butler also participates, representing the Maison's menswear line.
Expectations for Paris Fashion Week
The Maison plans to celebrate the campaign during Paris Fashion Week, with a special event yet to be detailed. Not-Karl's presence opens up possibilities for future interactions, such as style commentary and cultural responses, according to Righi himself.
With information from WWD, Morningstar, HELLO! Magazine.
Source: WWD, Morningstar, HELLO! Magazine