Paris Hilton makes a bit of stink...as she stops traffic in London's busiest street for her fragrance launch

Paris Hilton stopped off in London today on the latest leg of her "world tour" to promote her new fragrance.

Just hours before Victoria Beckhan was due to launch her range of DVB denims at Harrods, the socialite stopped off at Selfridges to drum up interest in her latest little business venture.

She flounced into the Oxford Street department store just after midday having jetted in from Russia the previous day.

Posh has always distanced herself from the socialite since she and her husband moved to Los Angeles last year.

Desperate to promote herself as a major Hollywood player, she has avoided Miss Hilton who recently spent time in jail for drink driving.

The blonde heiress still took centre stage - with her parents Kathy and Rick and boyfriend Beji Madde. Having shut off London's busiest street while she made her entrance, she was flanked by an entourage of bodyguards as she made her way in.

Perhaps realising that going head to head with Posh in the fashion stakes was never going to be easy, she opted for a figure hugging white dress, killer Louboutin heels and a striking white hat.

She then spent two hours greeting fans, although many shoppers happily bypassed the spectacle.

"I'm so happy to be here," she told waiting fans. "I hope you like my perfume as much as I do. I love you all."

The 27-year-old, who has tried her hand at acting, modelling and singing was launching her fourth range of perfume.

Last time Paris was in London, she was trailing her boyfriend's band Good Charlotte all over the country.

This time it is Benji's turn to do the following as Paris promotes her new perfume Can Can.

Unlike the last visit, when she had to endure a series of lacklustre hotels while bunking in with the band, Paris, 27, and Benji, 29, opted for The Dorchester - just spitting distance down Park Lane from The Hilton.

Why she didn't choose to stay at her family's hotel chain is anyone's guess.

Perhaps she wanted to hang out with White Stripes guitarist Jack White, who is also at The Dorchester while in London with his side project The Raconteurs.

Paris caused chaos in the city last time she was here, so expect more of the same. Tonight she will be at Dolce in Air Street from 10pm and Amika in Kensington from 11pm.