Heiress. Party girl. Problem child. These are the labels the tabloids have given Paris Hilton. To launch her new book, Paris: The Memoir, she decided it was time to own her narrative and make a statement by using the paparazzi’s cameras to tell her story. Statement Pieces is a collection of clothing made with highly reflective material that lights up every time a camera flashes. All Paris had to do was show up and let the paparazzi do the rest—teasing the launch date and revealing unreleased passages into her memoir. This turned her outfits into media placement and the tabloids’ obsession with her into a free marketing campaign.