Paris Hilton, the socialite, reality TV star, activist, DJ and entrepreneur, continues to expand her business empire.
Hilton’s next-gen media company, 11:11 Media, has partnered with the New York-based IHL Group, to produce and market a collection of women’s and girls’ ready-to-wear and handbags for fall and holiday 2024. That will be followed by footwear, accessories, activewear, athleisure, outerwear and sleepwear for spring 2025.
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“I could not be more excited to bring my love of fashion to life in this collection,” said the 42-year-old Hilton. “I have closets full of inspiration that span decades of looks and IHL has been a true partner in taking the trends I”m most passionate about and turning them into signature looks that have the perfect Paris Hilton vibe.”
IHL, which is headed by chief executive officer Sami Souid, has a roster of brands that include Jason Wu, Tahari and BCBGMaxAzria, for various licensed products.
“We are thrilled to partner with Paris — a true definition of a multihyphenate. She has continued to evolve her brand — through activism work that empowers and inspires the next generation, to storytelling and partnerships through her integrated media company, 11:11 Media. We’ve watched her brand grow, and we couldn’t be more excited to be part of that continued growth,” Souid said.
The collection is geared to the young contemporary market and the “new career woman,” Souid said. The ready-to-wear will retail between $68 and $395 and be produced in Peru, China and the U.S.
Souid said he’ll target such stores as Nordstrom, Macy’s and “maybe even Bloomingdale’s.” There will also be an exclusive collection of signature pieces for parishilton.com (where Hilton already sells tracksuits, pants, tops and hoodies), that will retail from $198 to $798.
According to Souid, Hilton was totally involved in the project as creative director and looked at everything. He said they plan to start showing the fall 2024 line to retailers during the November market.
With dresses, tops, bottoms denim and pants, along with a handbag collection, Souid said, “we’re trying to make sure everything goes back to the glam and what Paris is about.” The partners plan to create a core collection, and a big portion of the line will be embellished and “very Paris Hilton,” Souid said.
In addition to women’s apparel, there will be a clothing line for girls that features leggings, tops and outerwear, with an “elevated aesthetic,” he said.
“This is a brand we feel can be elevated, but has the fun aspects and is playful,” he said.
Hilton said she’s excited about the partnership and the opportunity to expand her growing empire.
“I’ve always considered myself someone who embraces and sets new trends. Knowing IHL’s reputation for fresh looks and new styles, this felt like the perfect partnership to expand my retail empire and bring fashion-forward apparel to my fans with affordable luxury,” Hilton said.
She noted that the collection draws from some of her favorite aesthetics from sparkles to neons to pink. “I wanted to create something that transcends generations and offers everything from statement pieces to everyday staples. It’s always fun to indulge in accessories and pieces that bring out your inner sparkle. This line of women’s apparel and handbags is intended to do just that and bring out everyone’s inner icon,” Hilton said.
When asked to pinpoint some key looks, Hilton quipped, “Choosing a favorite look is like asking me to choose a favorite Hilton pet. I’ll admit that I’m most excited about the handbags because they elevate and complete any outfit and the designs are forward-thinking to ensure everything feels fresh and new.”
Hilton said she was very involved in the creation of the line and that she will promote it on her social media and digital platforms. “Fashion has always been a huge part of my personal identity and how I express myself, so every item in the apparel line is thoroughly designed and infused with my brand DNA. I view this collection as an extension of myself and a celebration of runway-inspired looks for anyone who wants to look and feel like an icon,” she said.
“As a new mom, it was really important to me that we incorporate children’s apparel so that’s coming next. I’m also diving into sleepwear designs, and scouring my closets for more inspiration as we continue to pull together more pieces.”
Additional categories are also in the works for Hilton’s growing empire. “In the last 20 years, I have released 30 fragrances with Parlux and I am so excited to launch my new cookware line this fall with Walmart. I take so much pride in the retail empire I’ve built over the years and have even more in the works with everything from skin care to jewelry and pets,” she said.
Among IHL’s other brands are Jason Wu intimates, sleepwear and handbags; Tahari intimates and sleepwear, and Bearpaw women’s and kids’ ready-to-wear, athleisure, sleepwear and outerwear.
Since her starring role in “The Simple Life,” Hilton has built a global empire as a businesswoman, influencer, activist, DJ, designer, investor, recording artist, philanthropist, actress, chef, model and author. In 2006, she created Paris Hilton Entertainment, now known as 11:11 Media, a multibillion-dollar company that started with 45 branded stores and 19 product lines surpassing more than $4 billion in revenues. 11:11 Media was founded by Hilton and entertainment industry veteran Bruce Gersh in 2021. Their company encompasses TV, podcasts, digital, licensing, NFTs, music and impact in the areas of lifestyle, fashion, beauty, wellness, art and travel.
Through her activism work, Hilton has spearheaded impactful policy changes across the U.S. In the critically acclaimed documentary, “This Is Paris,” Hilton reveals the abuses she suffered as a teenager within and has used her personal experiences to help pass state laws as well as a law in Northern Ireland aimed at protecting youth from physical restraints.
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