From Barbiecore pink to sparkly dresses, most of the biggest comeback trends of the early 2000s lead back to Paris Hilton. This was further highlighted last week with her walk down the Versace runway. Now, Hilton is bringing her signature style to a new online store. Hilton’s new shopping site, shop.parishilton.com, which launched last Thursday, features the heiress’s favorite things.
“My fans are always asking me about my favorite shopping finds, from fashion to beauty to home decor and more, so it felt like a natural fit to curate my latest obsessions for everyone to enjoy with me,” Hilton said via email. She described herself as “someone who considers shopping my cardio.”
Hilton said she selected products that “spark joy, feel luxurious and are thoughtfully packaged,” and the style of the site is “playful, timeless, luxurious and inviting.”
Shoppers will see pink throughout the site, “which of course is my signature color,” she said.
Launched with 10 items from brands including Kitsch, ThirdLove and Candier, with a price range of $19-$175, orders are fulfilled by partnering brands or retailers. As more items are added, the shopping destination will expand to other categories including pet accessories and holiday gifts.
The site was previously used for drops of Hilton’s merch and a special-edition tracksuit line reminiscent of her early aughts style. Regarding whether she will be launching any new in-house brands, she said “stay tuned.”
She describes the current resurgence of Y2K fashion as “fun.” “I love how fashion is never gone forever and trends always come back,” she said.
Hilton’s recent comeback includes not just a greater presence at fashion weeks but also appearances on a range of new shows including the Netflix cooking show, “Cooking with Paris,” a reality show about her engagement, “Paris in Love,” and a YouTube documentary, “This is Paris.” In October 2021, Hilton launched her company 11:11 Media with former Disney and Time inc. executive Bruce Gersh. Divisions include TV, audio, digital, impact and licensing, according to the company’s site.
Beyond fashion, Hilton has also been one of the most vocal celebrities promoting NFTs. According to her, metaverse activations within her online shop are on her radar.
“I am absolutely exploring ideas around delivering unforgettable shopping experiences for my fans in the metaverse, so more to come there,” she said.