KARL LAGERFELD X Paris Hilton Fall/Winter 2025

The Brief

Launch the latest KARL LAGERFELD Fall/Winter 2025 campaign in the Middle East, starring international fashion icon Paris Hilton. Our mission: to captivate the brand’s target audience, dominate social media, and drive demand for the new collection.

The Plan

To successfully launch the KARL LAGERFELD Fall/Winter 2025 collection in the Middle East, generating significant brand heat, media dominance, and strong social media engagement by leveraging a high-impact event strategy and strategic influencer partnerships.

The launch was executed through a multi-tiered approach:

1. An exclusive regional reveal: Hosting an exclusive launch party at Dubai Mall to create a core regional moment.

2. Leveraging global prestige: Associating the collection with international fashion icon Paris Hilton to ensure global relevance and prestige in regional markets

3. Amplifying through impactful channels: Securing top-tier media coverage and a curated roster of influential voices to maximise reach and credibility.

What we did

1. The FW25 Launch Party at Dubai Mall
The collection was unveiled at an exclusive in-store activation, setting the tone for the season. The electric atmosphere was set by the iconic regional DJ Sonya and a live artist customised KARL tote bags for guests with graffiti. An intimate group of VIPs and nine top regional influencers were the first to witness the FW25 collection reveal, each receiving a personalised outfit from the new line to take home.

2. The Parisian Unveiling
The campaign's global face, Paris Hilton, unveiled the FW25 collection in Paris, France. This core brand moment bridged Middle Eastern and European fashion circles, showcasing the collection's international appeal.

3. High Value Media Interviews

Aside from the dissemination of the official announcement press release, we secured exclusive interviews with face of the campaign, Paris Hilton, for L'Officiel Arabia and Hia Magazine to reinforce key messages with a premium audience.

4. Strategic Gifting & Relationship Building
To deepen engagement and secure authentic endorsements, outfits from the new collection were gifted to a curated list of 10 regional media and influencers, creating valuable user-generated content.

The strategic launch of the KARL LAGERFELD FW25 collection solidified the brand's fashion authority and created significant desire for the new collection in the Middle East. We did not just do “the usual”, we stepped outside the conventional playbook, created opportunity and delivered success!