Paris Hilton Code­signs Col­lec­tion With Boohoo.com

An­i­mal prints, slinky metallics, palm prints in­spired by her home town of Bev­erly Hills, and cheeky slo­gan pieces with phrases such as “That’s Hot” com­prise the 70-piece col­lec­tion.

WWD Digital Daily - - News - BY LISA LOCK­WOOD

Paris Hilton has code­signed a sum­mer col­lec­tion for Boohoo.com, the U.K.-based fast-fash­ion e-tailer, set to launch glob­ally June 20. The Boohoo x Paris Hilton col­lec­tion fea­tures a range of ready-to-wear and swimwear that re­flects her fa­vorite trends and fash­ion mo­ments from the early Aughts.

An­i­mal prints, slinky metallics, palm prints in­spired by her hometown of Bev­erly Hills, and cheeky slo­gan pieces with her mot­tos such as “That’s Hot” com­prise the 70-piece col­lec­tion. Prod­ucts re­tail from

$15 to $70.

Hilton, the 37-year-old en­tre­pre­neur, TV per­son­al­ity, model, au­thor, DJ and singer, told WWD that she dis­cov­ered Boohoo. com on In­sta­gram “and loved all their cute styles, de­signs and ac­ces­sories they make.” She de­scribed the Boohoo col­lab­o­ra­tion as “very Paris, in­spired by my life and style, the early 2000s, Bev­erly Hills and Ibiza.”

Natalie McGrath, vice pres­i­dent of mar­ket­ing at Boohoo USA, ex­plained, “What we were see­ing com­ing through with all the trends this year was a throw­back to the Nineties and the early 2000s. We wanted to home in on that trend and own it from a col­lab­o­ra­tion stand­point. What bet­ter to fol­low with an icon from that era, Paris Hilton.” She said the re­tailer has been ex­pand­ing its col­lab­o­ra­tions, and ear­lier this year worked with Zen­daya on a very Nineties-in­spired col­lec­tion.

For the lineup, Boohoo took in­spi­ra­tion from some of Hilton’s iconic looks such as a sil­ver dress, which she wore in her 20s to a chain mail top, which takes in­spi­ra­tion from the dress she wore to her 21st birth­day party. The col­lec­tion also has a lot of palm prints, which are in­spired from the Bev­erly Hills Ho­tel, where they held their first de­sign meet­ing. There’s also in­spi­ra­tion from her dogs and some kitsch items. “It’s very Paris in terms of its de­sign and aes­thetic,” McGrath said.

Asked whether these in­flu­encer and celebrity deals re­ally move the nee­dle for Boohoo, McGrath said, “Dif­fer­ent in­flu­encers have var­i­ous de­grees of im­pact on our busi­ness. We most def­i­nitely built our busi­ness in the U.S. off of so­cial me­dia in­flu­encers. Holis­ti­cally, they ab­so­lutely do move the nee­dle.” She be­lieves Hilton will also res­onate glob­ally. After a Los Angeles launch event on June 20 they’re fly­ing to Paris for a “Paris in Paris” event on June 26, McGrath said.

“Our in­ter­na­tional ex­pan­sion is some­thing we’re very much fo­cused on,” McGrath said. She noted that the re­tailer is start­ing to take a more global ap­proach to these col­lab­o­ra­tions, in ad­di­tion to do­ing lo­cal ones. “This in­flu­encer piece is be­com­ing so im­por­tant to the growth of our over­all busi­ness glob­ally,” she said.

Over­all, Boohoo.com plc, which in­cludes Boohoo, BoohooMan, Nasty Gal and Pret­tyLit­tleThing, had rev­enues of

579.8 mil­lion pounds for fis­cal 2018, up 97 per­cent. Of that, Boohoo gen­er­ated 374.1 mil­lion pounds for fis­cal year 2018, ahead 32 per­cent from the prior year. Specif­i­cally, Boohoo had 6.4 mil­lion ac­tive cus­tomers, a gain of 22 per­cent from the prior year.

Like pre­vi­ous Boohoo in­flu­encer col­lab­o­ra­tions such as those with Charli XCX and Jor­dyn Woods, Hilton was very in­volved with the de­sign, McGrath said. “We shared mood boards, she shared mood boards. She was very spe­cific in terms of col­or­ways she wanted, even down to the length of dresses and there were var­i­ous it­er­a­tions along the way. Some­one like Paris has got a very cred­i­ble, long-term ca­reer, so she wants to make sure every­thing is com­pletely on brand, so she was in­volved heav­ily,” McGrath said.

She added that the col­lec­tion is for one sea­son only at the mo­ment. “We don’t tend to com­mit to more than one sea­son. We like to keep the mo­men­tum across dif­fer­ent col­lab­o­ra­tions,” she said.

The col­lec­tion will be am­pli­fied with an ad cam­paign that was shot in Bev­erly Hills at a pri­vate home and styled by Sammy K. and pho­tographed by Char­lotte Ruther­ford. Hilton posed in some pho­to­graphs with her fa­mous dogs Di­a­mond Baby and Princess, while wear­ing styles from the col­lec­tion. Ad­di­tional el­e­ments from the cam­paign in­clude throw­back flip phones, a vin­tage pink con­vert­ible and flashy ac­ces­sories. Boohoo has pro­duced eight weeks’ worth of video con­tent that will roll out on dig­i­tal and so­cial me­dia.

“I love work­ing with them, ev­ery­one on their team is so amaz­ing and pas­sion­ate about the project we are do­ing to­gether. I had the best time on set shoot­ing the cam­paign,” said Hilton, de­scrib­ing the col­lec­tion as “so hot.”

The col­lec­tion has a spe­cific logo and pack­ag­ing, and Hilton’s name is on the hang­tags but not on the back of the clothes.

McGrath said she was pleased with how the col­lec­tion turned out. “I think it’s re­ally fun, young, it’s very cur­rent. I think it will do very well com­mer­cially. The prints are very on trend and there’s some­thing for ev­ery­one. There’s swim, there’s dresses, more ca­sual track suits. I think our de­sign team, along with Paris, have done an ex­cel­lent job with it,” McGrath said. The de­sign team is based in the U.K., while man­u­fac­tur­ing is done in dif­fer­ent fac­to­ries and whole­sale part­ners around the world. A large por­tion is U.K. based, which en­ables a very quick turn­around time. They also have part­ners in Asia, but a lot of the sourc­ing is U.K. based, she said.

McGrath said Boohoo’s cus­tomers in the U.S. range from 21 to 24, but glob­ally they have both a younger au­di­ence and an older au­di­ence. The com­pany has been in the U.K. for 10 years so the au­di­ence has grown up with them. In Eu­rope, the range can go from 13 or 14 to their late 20s or early 30s. “They know the brand and they’re loyal,” she said.

In ad­di­tion to the launch par­ties in Los Angeles and Paris, Hilton will be pro­mot­ing the col­lec­tion through­out the sum­mer dur­ing her DJ events in Ibiza. She also has loyal fol­low­ers, which she calls mini Hil­tons, and she will be en­gag­ing with them, as well as Boohoo fans to pro­mote the line.

McGrath de­scribed Boohoo’s cur­rent busi­ness as “very good.” She said the year was “in­cred­i­bly healthy across the whole group.” Pret­tyLit­tleThing is do­ing very well, as is Nasty Gal. “Our in­ter­na­tional growth across Eu­rope and the U.S. is grow­ing rapidly. We’re very pleased with the tra­jec­tory we’re on,” she said.

Carol Kane, chief ex­ec­u­tive of­fi­cer of Boohoo.com, said, “Paris is every­thing the Boohoo girl is and we can’t wait to have her on board with us this sum­mer.” She said the sum­mer ad cam­paign gives a nod to Hilton’s style which she thinks will res­onate with Boohoo’s cus­tomers.

Fol­low­ing a strong start in global sales this year, and a suc­cess­ful global part­ner­ship with Zen­daya, Boohoo.com has been cap­i­tal­iz­ing on op­por­tu­ni­ties in the in­flu­encer sphere to bridge the gap be­tween prod­uct and their core cus­tomer. Since 2016, Boohoo.com has launched suc­cess­ful cam­paigns and de­sign part­ner­ships with Zen­daya, Jor­dyn Woods, Charli XCX, Stella Hud­gens and Chantel Jef­fries, as well as young celebri­ties such as Sailor Brink­ley Cook and Elisa John­son.

An im­age from the Boohoo x Paris Hilton col­lec­tion.

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