Paris Hilton, Lanvin

This past Monday, Lanvin announced Paris Hilton as the latest face of the French luxury label. Creative director Bruno Sialelli shared the news with the world via the release of the fashion house’s spring-summer 2021 campaign. The photographs reveal a softer, more sophisticated side of the socialite than the flashy red carpet image shaped in the early aughts. Dressed in Lanvin’s tortoiseshell glasses and burgundy-coloured leather jacket, Hilton’s signature long lengths were replaced with a bright blonde bob and brow-skimming fringe, courtesy of celebrity hairstylist Jimmy Paul.

The campaign takes its cues from 1950s portraits of New York City’s society women, who were then referred to as “Swans.” These days, we know them as influencers, and Hilton’s the OG. With 14 million Instagram followers and counting, there’s no denying her ability to engage fans. Most recently, she has them going wild over her new look. On Tuesday, March 16, she posted one of the campaign photos, and in the accompanying caption wrote, “Thinking I might cut my hair short again like this. Thoughts?”

Unsurprisingly, her followers went wild for the brand-new coif. “PLEASE keep your hair this way! It looks so refreshing, mature, and elegant!” one social media user tweeted. Another wrote, “Yes! Short hair looks super chic and glamorous on you, Paris.” A third desperately wished it wasn’t a wig: “I wish she would really cut her hair look this she’s serving so much old Hollywood glamour and it looks good on her.”

Paris Hilton

The campaign images were brought to life by famed fashion photographers Mert Alas and Marcus Piggott, whom Hilton describes as her “favourite photographers in the world.” Beyond looking incredible, the campaign represents Hilton’s growth and her journey towards becoming more transparent with her longtime admirers, as emotionally depicted in the 2020 documentary, This Is Paris.

“I’m so used to photoshoots with all these other photographers, where it’s just so glam and like, the big eyelashes and big blonde hair,” Hilton says in an interview tied to the SS21 collection reveal. “I’ve been doing that for so long. But this was the first time to be completely stripped of all of that and just be natural. This campaign is another step towards letting people know that I’m not just what they thought, but I actually am a vulnerable person—and I do have that soft side.”