French fashion house Karl Lagerfeld unveiled on Wednesday its new fall 2025 campaign featuring entrepreneur and pop-culture icon Paris Hilton, marking her debut as brand face. 

Lensed by fashion photographer Chris Colls, the new Karl Lagerfeld campaign, dubbed “From Paris With Love”, is a reimagining of “Karl Interviews Karl”, an iconic video moment where Karl Lagerfeld interviewed himself.

However, this time, it’s the Hilton heiress paying homage to Karl, in a series of reverent moments where Paris is even dressed like the namesake designer (think slicked back hair, big black sunglasses, and black and white attire), cleverly portraying his known charm and wit.

“Paris is both a global icon and a businesswoman—someone who understands the cultural power of image and reinvention. She and Karl have each defined eras in their own distinct ways,” said Pier Paolo Righi, CEO of Karl Lagerfeld, which is today owned by U.S. apparel giant G-III Apparel.

“This collaboration captures a dynamic that feels both unexpected and entirely authentic—a dialogue between enduring influence and ever-evolving relevance.” 

The campaign features items from both Karl Lagerfeld Paris and Karl Lagerfeld Jeans, including structured tailoring and more off-duty looks, paired with the latest accessories from the house. Hilton is joined by  ​Spanish model and actor Jon Kortajarena, fronting the campaign for men’s.

“Karl was a true original—bold, iconic, and always ahead of his time. I’ve always admired his rebellious spirit. To be part of Karl’s world, especially in this campaign which celebrates individuality and playfulness, feels like such a natural fit,” said Hilton, in a press release. “‘From Paris With Love’…It’s an honor to be part of his legacy in a way that feels true to who I am.”

Hilton is on a run when it comes to campaigns. Earlier this week, the starlet was named the new brand face of luxury haircare brand Paul Mitchell, with Karl Lagerfeld parent G-III also banking on Hilton’s star power to lift sales across its portfolio of brands, as it lets go of key licenses like Calvin Klein.

In June, G-III Apparel reported a 4% decline in sales to $583.6 million in the first quarter, hurt by the U.S. fashion firm’s returning of its Calvin Klein and Tommy Hilfiger licenses to parent PVH Corp.