Socialite Paris Hilton's 11:11 Media signed a deal with X to create four original video content programs with live shopping features every year.
Hilton, who has 16.6 million followers on X (former Twitter), will also launch new X consumer products, services, and features.
X and 11:11 media have a revenue-sharing deal that is reportedly "attractive to both parties," according to an X spokesperson.
The live shopping product lets users watch, chat, and shop in the same window. They watch Hilton live while browsing and purchasing from the catalog
Hilton will also be focusing on her "content priorities" like "Halloween, music, motherhood and cooking."
Reports observe that this partnership will be a "test" for CEO Linda Yaccarino who started in June and is now trying to revive X revenues.
Yaccharino has been meeting Hollywood agencies to attract stars and influencers, therefore users and advertisers, onto the platform.
The two-year deal will also have Hilton "#sliving" (slaying+living) on X creating content for X's Spaces audio feature.