Celebrity blogger Perez Hilton is branching out into fashion with his own clothing line for girls between 15-25.

It is all part of his aim to become a globally recognised brand in the same vain as megastar Paris Hilton with whom he shares a last name.

He hopes his audience of millions of mostly twenty-something females will take to his name as an all encompassing entertainment brand.

Hilton, whose real name is Mario Lavandeira, has been undergoing a subtle transformation.

The so-called "queen of all media" makes regular appearances on TV, making his debut on MTV's TRL; he also has his own occasional series of branded specials on sister network VH1; and he is set to make a cameo on Family Guy next season.

At the announcement of his new line Hilton pointed out that he feels like he deserves to have some sort of standing in a variety of venues. "I think the Perez Hilton brand is all about fun, putting a different spin on things and being honest. So I definitely think that it makes sense for me to be in a lot of these different worlds," he said.

© Independent Television News Limited 2008. All rights reserved.