HEIRESS Paris Hilton - once the star of an X-rated video and two reality series - has been called many things.

"Beefcake" has not been one of them - until now.

The socialite, who walked down a catwalk in Brazil last Friday at the country's Sao Paolo Fashion Week was, in a word, buff.

Britain's The Mirror noted that Hilton - known for a slender figure and Barbie doll looks - "looked like another woman entirely".

Hilton, who turns 30 next month, revealed an impressively pumped-up physique, ala Madonna. Her biceps were ripped and her thighs looked powerful.

One onlooker told The Mirror: "Paris seems to have undergone a dramatic image change."

Britain's Daily Mail added that this is Hilton "at her largest". Not that she seemed to mind as she strutted down the runway for design house Triton.

She smiled winningly for the camera in a black dress, and looked confident in her skin in a silver number that bared her exceedingly toned arms and legs.

She tweeted: "Just finished walking in the @TritonLovers Runway Fashion Show. The show went amazing! The clothes were so beautiful! Loves it! Brazil rocks."

Other stars at the fashion week - but who did not make quite the splash that Hilton did - included Demi Moore, Ashton Kutcher and supermodel Gisele Bundchen.