Call me skeptical when any male creative sets out to reveal “a new side” to any woman. Most often the mere statement is more about his own self-perception values than hers. Think Professor Henry Higgins and Eliza Doolittle’s elocution lessons from My Fair Lady, based on Bernard Shaw’s play Pygmalion.

Not only has Lanvin creative director Bruno Sialelli revealed a new side to Paris Hilton in the brand’s spring/summer 2021 campaign. The effort is a brilliant and staggering success.

“When we began discussing this campaign, I knew I wanted to portray Paris Hilton in a way that she has never been before,” the creative director tells British Vogue. “For Paris to be the face of Lanvin may be surprising”, Sialelli says, prepared to explain his thinking.

As the oldest continuously operating fashion house in France, Lanvin was founded by Jeanne Lanvin in 1889 and as a contemporary maison, its codes reflect evolution, rebirth and constant transformation. Within this reality of Lanvin’s very DNA, celebrating the evolution of Paris Hilton — a businesswoman, model, DJ, activist makes perfect sense. One can make the case that Paris Hilton is the original influencer.

The Metamorphosis of Paris Hilton

The restult of this Paris Hilton transformation — and the new hairdo is orgasmic — exceeds every possible expectation. Note that Hilton is wearing a wig, but she’s seriously considering adopting the new look. It’s captured perfectly in the Mert and Marcus images that tell the visual story of the herisses’ evolution towards a freshly-articulated vision of herself.

Paris describes Mert Alas and Marcus Piggott as “my favourite photographers in the world” As Sialleli tells Vogue, “It is really part of their DNA as photographers, to reveal other layers of celebrities and characters that everybody knows.”

The revised Paris Hilton narrative took flight with the September 2020 release of her YouTube documentary “This Is Paris” It was the first time Paris Hilton revealed the woman everybody thought they knew. In fact her past had many more complications than Hilton had ever revealed. Read the New York Times: Who Is Paris Hilton Really?

“Before, most people only knew Paris Hilton the character. “ the newly-engaged star explains to Vogue. ”I really believe that 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.”

Paris Hilton and Carter Reum Engaged

A key influence in the journey of Paris Hilton is her relationship with Carter Reum, soneone she had known for 15 years before they began dating. The couple became incredibly close during COVID lockdown, where Hilton was grounded from traveling over 200 days a year. American Vogue shares more news about the couple’s plans.

Reum, a Chicago native, started venture capital firm M13. He is also an author and entrepreneur known for co-founding the liquor brand VEEV Spirits, in partnership with his brother Courtney. Reum’s M13 startup investments include Space X, Lyft, Pinterest and Warby Parker.

Returning to the Lanvin campaign, Paris Hilton expresses her strong embrace of fashion. “I feel that in fashion, you can be whoever you want to be. I’ve always loved to use beauty and clothes and fashion to feel empowered and I really believe that this Lanvin campaign is such a great example of that. When I saw the first images, when Bruno sent them to me, I was literally crying, I was so happy.”

In all honesty, AOC understand why Paris wept. The Mert and Marcus images — and the entire premise and backstory of the Lanvin campaign are a creative and marketing marvel. ~ Anne