Article: Bronwen Saayman from women24
Image: AFP

Paris is an "It Girl" and certainly at the start of her "career", and I use the term lightly, she was a self indulgent party princess who dressed in designer gear and danced on tables. Her fame was directly related to her pedigree, and not much was expected of her other than knowing her Dior from her Chanel and socialising the charity circuit.

The title of "It Girl" is not a new concept nor is it an essential part of our society. There will always be individuals who spark the public's interest with their actions and looks, and not their talent or personality.

What makes Paris different is her ability to promote just about any thing with a simple statement. When she was arrested for driving under the influence, her comment to the press was, "Maybe I was speeding a little bit and I got pulled over. I was just really hungry and I wanted to have an In-N-Out burger".

Bang! In-N-Out burger receives free press. Paris shouldn’t, however, go any further than light banter. Her interview, post jail with Larry King, tarnished her glossy glow when she was unable to cope with more probing questions. Paris is a slogan girl, words like 'that's hot' are where she's best.

Paris sells brands. One picture of her pet Chihuahua Tinkerbell in a new dress from doggy wear designers Fifi and Romeo can lead to thousands of enquires and millions of sales. The more attention she gives to brands, the better her brand becomes.

What Paris isn't good at, is creating her personal artistic brands. Whether it is a book, a record or movie, Paris is open to criticism because the public often place public figures into "career" boxes. We wouldn't expect JK Rowling, author of Harry Potter, to star as the lead actress nor would we expect Nicole Kidman to launch a music career, it's not their image.

Very few celebrities can have cross over careers. And if they do, the second career, consider Jamie Fox’s musical debut, is often less successful than their primary focus. Celebrities however can endorse brands and Paris, for her target market, can be highly profitable and successful in garnering attention for other brands.

You may find Paris ridiculous, offensive and obnoxiously irritating and yet her offences are pale in comparison to other rehab visiting, hair-shaving celebrities.

She's vowed to change her partying ways and the sincerity of her fumbled words on Larry King Live, filled with promises of transformation, remains to be seen. Change may be afoot but Paris will always remain an "It Girl" with a party to attend in a designer creation; after all…we'll always have Paris.

Click here to see the gallery of Paris Hilton's transition