Early 2000s “it girl” Paris Hilton has teamed up with Claire’s to reach the next generation of fashionistas with a new jewelry collab.
Created in partnership with Hilton’s 11.11 Media, the “Sliving” collection is named after Hilton’s newly coined slang term, meant to describe someone who is self-empowered, fulfilled, glamourous and successful. The term is the new version of Hilton’s old catchphrase “That’s Hot,” which makes its own appearance in the collection on a choker.
“I’ve always been obsessed with accessorizing and playing with fashion, so launching an exclusive collection with Claire’s is a full circle moment,” said Paris Hilton, CEO of 11:11 Media in a statement. “Claire’s was my go-to when I first started experimenting with my personal style. It’s been a fulfilling experience creating the ‘Sliving’ collection, and I’m excited to see my fans embrace it and make it their own.”
The collaboration with Claire’s comes on the heels of the release of Hilton’s newest album, Infinite Icons, which the hotel heiress and former star of The Simple Life also promoted through a recent shoppable livestream with NBCUniversal’s E! News. While not quite the icon she once was, Hilton’s team-up with Claire’s shows she still has a keen sense of where the pop culture winds are blowing — Claire’s itself has engineered an impressive comeback in recent years by finding innovative new ways to connect with younger consumers.
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“Like Claire’s, Paris has been inspiring young people for decades to be their most authentic, stylish selves,” said Meghan Hurley, VP of Marketing at Claire’s in a statement. “This collaboration creates a collection that will resonate with consumers of all ages, empowering them to express their unique personalities with confidence and flair.”
