When you think of Paris Hilton what comes to your mind first? Pink, in your face animal print or “That’s Hot”? It seems ‘all of the above’ was deemed the appropriate answer for international retailer, boohoo.com who just launched a 70 piece, co-designed collection with the noughts style icon.
Never before has a celebrity held on to personal branding strategy as well as Paris Hilton has. The Paris x Boohoo collection not only captures Paris’ iconic personal style and branding but also emulates exactly what it means to be a boohoo girl – fun, confident and fashion forward.
Prepare to take a trip down memory lane, immerse yourself in the nostalgia of your noughties wardrobe and embrace the iconic trends that entered our lives through The Simple Life. Sadly, the flip phones, vintage pink convertible and flashy accessories featured heavily within the campaign shoot (shot by photographer Charlotte Rutherford and styled by Sammy K) won’t be available within the collection.
While we mourn the absence of the flip phone, we can rejoice in the reincarnation of Paris’ famous metallic 21st birthday dress (yep, that one) included within the collection.
From the rest of the 70 piece collection we can expect animal print galore, slinky metallics and cheeky slogans pieces that boast her famous mottos like “That’s Hot”, all of which retail from £8 to £35.
Carol Kane, CEO and Co-Founder, boohoo.com, commented, “We’re excited to announce our latest global partnershipwith American celebrity, Paris Hilton. Paris is everything the boohoo girl is and we can’t wait to have her on board with usfor summer. Shot in her hometown of Beverly Hills, Los Angeles, the campaign embodies all the fabulous trends from theearly 2000s that Paris Hilton is best known for, giving a nod to her own style that we think our customers will really love.”
Following a strong start to 2018 for global sales and a blockbuster global partnership with Zendaya earlier this spring, boohoo.com continues to push boundaries and capitalize on opportunities in the influencer sphere to bridge the gap between product and their core customer. Since 2016, boohoo.com has executed successful campaigns and design partnerships with talent such as Zendaya, Jordyn Woods, Charli XCX, Stella Hudgens, and Chantel Jeffries, as well as young celebrity stars Sailor Brinkley Cook and Elisa Johnson. The brand frequently engages with millennials in unique capacities and continues to explore this avenue to generate better engagement both on an international scale and regional level in order to stay on the pulse of their target consumer.
Paris Hilton x Boohoo.com is available to shop now.