In 2004, Hilton launched her own clothing line. She also designed a line of handbags for Japanese company Samantha Thavasa. In 2007, she started her second line, Nicholai, at a higher price point. Nicholai held its fashion show for the spring/summer 2008 season on September 9, 2007, in New York City during Mercedes-Benz Fashion Week. In 2014, Hilton launched a 10-piece collection with eLuxe. She designed each piece as a reflection of her personal style and named all products for the women in her family, who embody the style of each piece.