Easily one of the busiest hubs of Manhattan, it takes a lot to slow down Herald Square. But on Monday afternoon, Macy’s and the Karl Lagerfeld Paris brand managed to carve out a corner of it, staging a spring 2026 campaign activation with Paris Hilton helming the DJ booth.
“I was born in New York. This is my city, so it is such an honor to be here today…playing at Herald Square for Karl Lagerfeld,” Hilton told WWD just before taking to the turntables perched atop a vintage double-decker bus wrapped in “From Paris, With Love” campaign imagery.
Paris Hilton and Choupette
Lexie Moreland/WWD
She added in a few twirls on the pink carpet just before her set as onlookers — a mix of passersby, fans, executives and invited guests — gathered along the barricades with phones out to capture their own content. Set against the square’s constant flow, the activation occupied a relatively contained footprint with pedestrians stopping mid-commute, calling out Hilton’s name and angling for a better view before moving on.
A coffee cart and folding fans bearing the Lagerfeld logo nodded both to the late iconic designer and the campaign’s Parisian theme, while a human-size Choupette — Karl Lagerfeld’s famously pampered cat, back in costume form and not seen in New York City since Jared Leto donned it for the 2023 Met Gala — made for some high camp attention.
Catherine Bradley
Lexie Moreland/WWD
The daytime event functioned as a high-visibility push for Karl Lagerfeld Paris’ spring campaign, leveraging Hilton’s cultural reach to extend the brand’s presence in the U.S. market.
“Consumers continue to connect with Paris Hilton as both a cultural icon and business leader. Bringing her to Macy’s Herald Square for an exclusive DJ set gives us a powerful way to meet our audience where they are and introduce Karl Lagerfeld Paris to new consumers across the U.S.,” said Jeffrey Goldfarb, executive vice president of G-III Apparel Group, which owns the Lagerfeld brand.
Isabelle Chaput, Choupette and Nelson Tiberghien.
Lexie Moreland/WWD
“I love Choupette. She is such an icon,” Hilton added just before posing with the rendition of Lagerfeld’s feline muse. “Karl was an animal lover like myself, and he made his pets iconic, just like him.”
Hilton described her music set as a celebration of both the city and the brand. “I’m bringing the New York vibes…so iconic, and just having an amazing time,” she said, leaning into her signature phrasing and trademark cadence.
Following the outdoor performance, the activation continued inside Macy’s Herald Square, where the brand took over both the men’s and women’s sportswear departments. Additional DJs, including Elias Becker and Jade Croo, along with a fashion illustrator and a photo booth, extended the experience further into the store.
“These experiences create stories for our customer — infusing energy and inspiration into the shopping journey,” said Nata Dvir, chief merchandising officer at Macy’s. “With Karl Lagerfeld Paris represented across all Macy’s doors, we’re excited to bring this heightened expression to our flagship.”
Paris Hilton
Lexie Moreland/WWD
The activation comes as retailers and brands increasingly lean into experiential moments to drive foot traffic and engagement, testing new ways to create moments that resonate beyond the selling floor, particularly as department stores navigate an increasingly challenging environment.
“Through partnerships like this, we continue to deepen customer connection and reinforce Macy’s as a destination where fashion, culture and discovery come together,” Dvir added.
As Hilton’s set closed, the crowd bounced around with phones still raised — in today’s retail environment, even a fleeting moment of attention carries weight.
