We love a good Paris Hilton throwback as much as the next guy, but that doesn’t mean that we actually want to start wearing Von Dutch trucker caps and Juicy Couture track pants again. The 2000s-themed Paris Hilton collection that nobody asked for is on its way. The international DJ has collaborated with online fast fashion retailer Boohoo.com on a range of clothing and swimwear that hits shelves later this month.
According to the brand, the 70-piece collection will feature “animal prints, slinky metallics, palm prints inspired by her home town of Beverly Hills, all pink everything, and cheeky slogan pieces that boast her famous mottos like ‘That’s Hot’.” These products will retail for $15 to $70.
Miss Hilton told media that she originally found Boohoo Instagram “and loved all their cute styles, designs and accessories they make.” She said her collection is “very Paris, inspired by my life and style, the early 2000s, Beverly Hills and Ibiza.” Oh, and she also described it as “so hot”, obviously.
Paris has been experiencing something of a renaissance over the past year and Boohoo plans to cash in on her renewed relevance. “Different influencers have various degrees of impact on our business. We most definitely built our business in the US off of social media influencers. Holistically, they absolutely do move the needle,” vice president of marketing at Boohoo, Natalie McGrath, told media.
“Our international expansion is something we’re very much focused on,” she added. “This influencer piece is becoming so important to the growth of our overall business globally.”
Paris Hilton stars in the campaign for the very Paris Hilton collection alongside her dogs Diamond, Baby and Princess. The original influencer recreates some of her most iconic 2000s looks, like her slip dress, Motorola Razor and a Martini outfit, in the images. Boohoo will be rolling out an additional eight weeks worth of Paris Hilton-themed video content on its social media platforms over the next two months. Hilton will also be promoting the range at launch parties in LA and during her DJ sets in Ibiza.
Boohoo is one of the fastest fashion retailers in the market. The company unveils around 700 new designs every week and regularly uses celebrity influencers to promote its products. Earlier this year, actor and singer Zendaya collaborated with the brand on a range.
In the case of Paris Hilton’s collection, Boohoo is recreating items of clothing that already went out of fashion once. Trucker hats and velour tracksuits were a bad idea the first time around guys, let’s not bring them back.