Embracing both an elegant and witty visual dialogue between Paris Hilton and the Maison’s Parisian roots, the campaign explores themes of glamour, individuality, and attitude – channeling the irreverent spirit and sharp sophistication that defined Karl Lagerfeld himself. The result is a celebration of authenticity and self-expression, presenting Paris in a fresh, unexpected light and reframing her renowned image through the lens of the brand’s distinctive point of view.
The FW25 360 campaign will roll out globally across out-of-home, print, social, digital platforms and key pop-ups globally, culminating in a Paris Fashion Week event on October 1st, 2025 – a late-night moment to remember, with Paris taking center stage. Further details to follow.
Prominent fashion photographer Chris Colls returns for his third consecutive campaign with the brand, capturing Karl Lagerfeld’s signature style and house codes in a series of striking black-and-white visuals.
The campaign’s digital dimension comes to life, with a fresh reinterpretation of Karl Interviews Karl, (an intriguing and self-mythologizing video where Karl Lagerfeld interviewed himself) infused with humor and surprise that nods to Karl Lagerfeld’s beloved wit, along with a series of surprising and irreverent social moments.
This season’s campaign unifies the Karl Lagerfeld universe-including Karl Lagerfeld Paris and Karl Lagerfeld Jeans-under one elevated creative voice. Highlights include structured tailoring and directional silhouettes paired with timeless accessories, resulting in a wardrobe that feels expressive, modern, and unmistakably Karl Lagerfeld.
Internationally known Spanish model and actor Jon Kortajarena stars alongside Paris Hilton as the face of Karl Lagerfeld Menswear, embodying the collection’s confident edge and serving as the perfect counterpart to his longtime friend. A key focus of the season is the K/Autograph – inspired by one of Karl Lagerfeld’s earliest hand-drawn initials. First introduced as the brand’s logo in the 1980s and later seen across ready-to-wear, accessories, and jewelry, this signature motif also reflects how Karl would sign his sketches, alternating with his full signature. Now, the Autograph returns as a defining element across the collection, seamlessly integrated into modern designs that carry his mark forward.
