Lily Collins stars in Expedia's Parisian-inspired London shoot

Lily Collins has stepped back into the shoes of Emily Houghton for a major advertising campaign, with a London photoshoot transforming Holborn into a Parisian street scene ^[1]. The shoot, which took place last week, marks her latest high-profile role as the face of travel app Expedia, following a lucrative deal reportedly worth millions ^[2].

The historic corner of Holborn, known for its Georgian architecture and bustling city life, was temporarily reimagined with cobblestone paths, French-style signage, and café terraces to mimic the streets of Paris. The transformation has drawn attention from passersby and social media users, with many sharing photos of the surreal setup ^[1].

The campaign is described as Expedia’s most ambitious yet, aiming to leverage Collins’ international fame and her iconic role in the Netflix series Emily in Paris to boost user engagement. The app has not confirmed the full value of the deal, but sources close to the production suggest it is among the most expensive celebrity endorsements in the travel tech sector ^[2].

Collins, who played the American marketing executive in the series, has been widely praised for her performance and has become a global style icon since the show’s debut. Her return to the character’s aesthetic—complete with pastel dresses and Parisian charm—has been met with enthusiasm from fans and industry insiders alike.

What happens next? The campaign is expected to launch globally in November, with teaser content already being tested in select markets. Expedia has not confirmed whether the campaign will include video content or interactive features, but insiders say the brand is exploring augmented reality experiences tied to the Parisian theme ^[2]. The story was first reported by Daily Mail and Daily Mail Showbiz.