Nicky Hilton, Paris’ relatively intelligent sister and all round glamour-addict, is building on her Chick “tweeny” fashion label which she launched back in 2004. Her new label, Nicky Hilton Beverly Hills (no points for originality), is looking to attract an older and more discerning customer. Nicky Hilton is quote as saying her new brand is “clothes my friends and I could wear,” – by implication Chick is something she and they would not, which isn’t althogether surprising.

“I don’t want to be one of those celebrities that slaps their name on a label and collects royalty checks,” said the celebrity-wannabe, as she emphasised her credentials; she studied at the Fashion Institute of Technology in New York.

The Nicky Hilton Bverely Hills collections includes pieces adorned with pearls, polka dots and a pink palm tree motif. Nicky is quoted as saying she finds inspiration in “things from my everyday life,” such as the palm trees outside the window of the Beverly Hills hotel room she used to call home. “Waking up every morning, I would see those trees. That just clicked,” said Nick. Hearing that mindless nonsense is enough, you would have thought, to put off any semi-conscious fashion buyer. Despite that, we all know Nicky Hilton Beverly Hills is destined to be a runaway success.