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Paris Hilton Is Back and Moving the Party to the Metaverse

  • Reality TV star is collaborating on NFTs with toy company
  • Next up: finding ways to drive fans, brands to digital realm
Paris Hilton
Paris HiltonPhotographer: Brendan Forbes

Paris Hilton feels her time has come -- again. 

Long a staple of pop culture, Hilton is refreshing her image, trying to pivot from a party-loving it-girl to a “timeless icon” that brands can see as a family-friendly, innovative leader. Suddenly, she’s everywhere again: on streaming television, in fashion ads and even on Roblox. It’s all part of her plan, but in this iteration of Hilton, expect to see NFTs instead of billboards.