What to Know
After seeing the photos from Nicky Hilton’s jewelry campaign, critics would like to know what she was thinking. The 42-year-old socialite and co-founder of a jewelry line called Theo Grace took to social media to promote her brand’s Mother’s Day collection. For the campaign, she posed alongside her mom, Kathy Hilton—but critics couldn’t help but notice that the photos looked anything but natural, especially because the two women appeared to have the brand’s brooches Photoshopped onto them.
And sure, not everyone is amazing at editing photos. But Nicky has an estimated net worth of $100 million, leading people to question: Couldn’t she just pay someone to make the photos look better?
The Mother’s Day collection includes items like brooches, bracelets, and necklaces.
Speaking to E! News, Nicky said, “Working on the Theo Grace Mother’s Day collection with my mom was so much fun. We laugh so much when we work together. She said the collection contains “lots of special, personal pieces” that are customizable.
Sharing photos from the collection on Instagram, Nicky wrote, “For moms, mother figures and everything in between. 🩵 A collection designed to celebrate love, legacy and the moments that matter most. Our Mother’s Day collection, Made to Treasure, is finally here.”
In the comments, lots of people praised the mother-daughter duo’s sentimental campaign and called them beautiful. But several people noticed that Nicky and Kathy did not appear to be wearing the jewelry they were promoting—and the “lazy” editing of their photos made that quite obvious.
Of course, this artistic choice was hard for people to comprehend.
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“Most of these images are photoshopping the product, did we not have the physical item to shoot? 😮” one critic wrote on Instagram.
People also critiqued the campaign on Threads, with one person saying Nicky and her mom appeared to use “more filters than a carton of cigarettes.” Filters aside, though, critics couldn’t get over the way the brooches looked. “Honestly a photoshopped face is expected – to have an ad campaign with barely legible AI generated renderings of the product tacked on as an afterthought is egregious 😭” someone argued.
One critic called it “one of the worst (editing) jobs I’ve ever seen.” Someone else wrote, “Now Nicky, you photoshopped those d— brooches on omg 😭😭😭😭” And another person questioned, “What they use, Microsoft paint?? 🤣”
Doesn’t she have enough money for a better campaign?
View on Threads
As one critic put it, they “married the richest men and still photoshopped brooches.” Some of the critics speculated that they might’ve used AI for the campaign, which could explain why there’s something off about the images.
Still, many wondered why they didn’t just wear the actual jewelry. Because if the goal is to actually sell the jewelry in the collection, the quality of the photos of the jewelry (and evidence that this jewelry actually exists) is surely important. “If your ad campaign for a product doesn’t even have the product in it, how is that supposed to foster any trust between the customer and the brand?” one critic pointed out.
Someone else said the strangely edited images made Nicky’s jewelry line look like a scam. “Even if, for some reason, they didn’t have the product when doing the shoot wouldn’t they just… move the shoot?! This is CRAZYYYY. I’m worried there is no actual jewelry. Why would you make it seem like your brand is a Temu scam.”
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