Paris Hilton's new clothing line is welcomed to Dollhouse: celebutante's brand makes its debut at California Market Center.

PARIS Hilton' s party girl reputation hasn't diminished her endorsement clout, at least as far as New York-based clothing company Dollhouse is concerned.

The firm was marketing the hotel heiress's new line, licensed by Beanstalk Group LLC, last week at the junior contemporary market at the California Market Center.

Buyers from most of the major department stores--including Nordstrom, Macy's, Dillard's, J.C. Penney and Lord & Taylor--were all represented. The minimum purchases, which range from 500 to a million pieces of a given sample, are the largest seen at the California Market.

It's a big week for L.A. County-based junior contemporary brands like Hot Kiss. Paris Blues and Chinese Laundry. The market was ushered in with a Directives West Fashion Show featuring junior and kids' looks from Steve Madden and Hot Kiss. along with Hilton's new line.

Deke Jamieson, senior vice president of marketing and licensing for Dollhouse, said Hilton was a natural choice to partner in the line because of her well-known love for fashion and nightlife, and her business savvy.

"Paris is a serious business person," he said. "She's not afraid to have fun. But she's got a dignity about her, too."

He added that the heiress was very involved in developing the line of dresses and playful casual wear. She made scrapbooks for the design team and even postponed a trip to Switzerland to be at the market.

"She understood how important it was for her to be here," he said.

Jamieson wasn't able to report any significant sales for Dollhouse, however, and not all of Hilton's endorsement deals have ended happily. Nightclub mogul Fred Khalilian famously fired Hilton early this year when she failed to make scheduled appearances at the Florida clubs named after her.

Out-of-town brands were also in town to vend their wares. These companies pay the market center for temporary storefronts during the market. California Market Center doesn't release attendance figures, but this season's show. which ran from April 10-13, was sold out.