01/12/2004 at 01:00 AM EST
She cut a curious figure as a lusty Arkansas milkmaid in low-cut jeans and skimpy tops on The Simple Life
—and she appeared in less in a certain sex tape. But lately Paris Hilton
has been turning heads in her more natural environments of L.A., Las Vegas and New York City elegantly draped like a wannabe Grace Kelly. "She's made herself more polished, more conservative," says celeb stylist Rachel Zoe Rosenzweig, "and I think her fans want to see her that way"—not to mention her parents and P.R. team. The new look involves ladylike pastel suits, a shorter do arranged in a Frederic Fekkai headband, and that high-society staple, Valentino. "Valentino dresses royalty," explains Deda Coben, who styled Hilton for the October 2003 cover of Seventeen. "It is a very smart position to take: to become the princess. It's like, 'I'm going to hide back a little bit.' " Says Hilton's pal and Simple Life costar Nicole Richie
: "It is like a makeover—it is just fun. She's growing up a bit."