“To be part of Karl’s world, especially in this campaign which celebrates individuality and playfulness, feels like such a natural fit,” says entrepreneur, advocate, businesswoman and the face for the new Karl Lagerfeld campaign, Paris Hilton. The world knows her—she loves pink and everything that blings. Her fashion has been the cornerstone of the early 2000s fashion, and even the archetypal textbook example of a Y2K style. It came as a surprise when Hilton joined forces with the high-fashion house, but when she put on the fingerless gloves and slicked her hair back, we knew this pairing would work. It’s playful, quintessentially Karl Lagerfeld, and “more than just the girl that you watched on The Simple Life.”
It’s the sophistication and the nonchalant manner that we’ve come to anticipate from the Maison, yet still unpredictable. With fortified silhouettes and sleek suits, Hilton and the rebellious essence of a Karl Lagerfeld design come together in the Fall/Winter 2025 campaign to embody glamour and authenticity.
Echoing his legacy, Hilton turns self-awareness into a kind of performance, crafting a persona that’s both aspirational and fun. In uniting Hilton’s unapologetic sparkle with the classic Karl Lagerfeld and Karl Lagerfeld Jeans, the partnership tells a story of self-invention and evolving relevance, in which Hilton becomes the perfect modern muse for Lagerfeld’s legacy. Pictured in sculptural black-and-white, the drama, the elegance, the mischief—it’s all here and Hilton is sliving it. Lagerfeld’s legacy winks back as his signature Autograph motif also makes a return, plastered across the collection, reminding us that fashion’s sharpest edge has always been its sense of play.
Ahead, we spoke to Hilton about the campaign, Karl, her evolution, and fashion as a form of personal expression.
What excites you most about being the campaign face for KARL LAGERFELD?
It’s a chance to show a different side of myself. I really took the time to immerse myself in his world — his vision, his humour, his style. I love that I get to honour the house’s DNA and bring a little bit of Paris into the mix.
This campaign steps away from the image expected of you. What does that shift mean to you?
It truly embodies my evolution throughout the years. I’m more than just the girl that you watched on The Simple Life. I’m an advocate, a philanthropist, a mom, a pop star, and forever a fashion girl. I’m no longer playing a character—I’m just being me—every version of myself.
A night out in Paris with Karl—what would have been on the itinerary?
Definitely shopping—something chic and spontaneous along Rue Saint-Honoré. Then a Sliving Cosmo for me and a Diet Coke for Karl, of course.
If Karl had designed a signature look just for you, what would it look like?
A tailored pink power suit with sharp lines, dramatic shoulders, and some well-placed sparkles!
You’ve inspired the Y2K comeback. How does it feel seeing that era return?
It makes me smile. That era was all about having fun with fashion, and it’s amazing to see a new generation put their own spin on it. I love watching the creativity come to life on TikTok—it’s like a full-circle moment.
Do you see yourself more as a trendsetter or a reinventor of classics?
Definitely a trendsetter.
Do you have a go-to piece in the Karl Lagerfeld Fall/Winter 2025 collection that instantly makes you feel powerful?
It’s hard to choose between the suit and the blazer dress with the faux fur sleeves…but if I had to pick one, it’s the power suit.
A Karl Lagerfeld quote you live by?
“Reinvent yourself. Be different.”
Paris Hilton 2005 or Paris Hilton 2025?
Both!
If Choupette and your dog, Prince Baby Bear, met, what would they talk about?
Matching mine and Karl’s looks.
What’s the first thing you do when you get dressed: shoes, hair, or attitude?
My skincare routine, using my new Parivie Beauty line.
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