Paris Hilton, perhaps more than any other individual in the world, has had narratives crafted around her since the day she was born. A victim of early 2000’s media portrayals, Paris’ image was always an element outside of her control. The party girl, the heiress, the dumb blonde… none of the depictions reflected who she really was.

With the launch of her book, Paris: The Memoir, Paris wanted to take back control of the story from all those who took it from her along the way, from the media to the paparazzi, and share her side of the story.

We needed to find a way for Paris’s words to be the center of attention instead of letting others continue to write her narrative.

Heiress. Party girl. Problem Child. These are the labels the tabloids have given Paris Hilton. To launch her new book, Paris: The Memoir, she decided it was time to own her narrative and make a statement by using the paparazzi’s cameras to tell her story. Statement Pieces is a collection of clothing made with highly reflective material that lights up every time a camera flashes. All she had to do was show up and let the paparazzi do the rest - teasing the launch date and revealing unreleased passages from her memoir. Turning her outfits into a media placement and the tabloids obsession with her into a free marketing campaign.

We knew there would be a groundswell of interest surrounding the memoir launch. We took advantage of the traction to tell a more meaningful story that allowed consumers to understand the real Paris Hilton more deeply, while highlighting the societal judgments woman face on a regular basis, famous or not. The fact that Hilton wore the pieces while on her press tour allowed us to harness the expected media frenzy to create organic conversation around societal labels and her past experiences that went beyond the pages of the memoir. Images of Paris wearing the pieces were distributed to media and available for download, sparking organic intrigue in the apparel and Paris’ story.

We created Statement Pieces, a collection of clothing made with highly reflective material that lights up every time a camera flashes. Ahead of her book launch, Paris appeared in public – everywhere from late night TV show appearances to sold-out book signings, wearing the one-of-a-kind pieces. As soon as the paparazzi started taking photos, the items of clothing transformed into a book tour – teasing the launch date and revealing unreleased passages from her memoir. These images then made their way onto society pages, tabloids, lifestyle publications and social media, turning Paris’ outfits into a media placement and the tabloids obsession with her into a free marketing campaign.

$5.4MM Earned Media

11.3 MILLION ENGAGEMENTS

#3 on the New York Times Best Sellers List