 While an online campaign to get her thrown off the bill achieved over 7,000 votes, reception from the audience was more positive than the buzz generated prior the festival.In 2016, Hilton teamed up with Lidl for a hair care collection, and released her 20th fragrance, Gold Rush, followed by its male counterpart, Gold Rush for Men; she subsequently released Rosé Rush, in 2017, and Platinum Rush, in 2018.In February 2017, Hilton walked the runway at Christian Cowan's fall show in New York City.