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July 28, 2011 2:46 PM

Fashion

Lauren Conrad Launches New Line

Lauren Conrad is getting back into the swing of things -- and no we don't mean a new drama filled reality show. MTV's reality princess is launching a new collection of dresses and separates, aptly named Paper Crown....

Lauren Conrad is getting back into the swing of things -- and no we don't mean a new drama filled reality show. MTV's reality princess is launching a new collection of dresses and separates, aptly named Paper Crown.


Brooklyn Jacket_Abigail Skirt.jpgThe line, which Conrad describes as "a collection for those who like to play dress up in a grown up world," is a mix of maxi and cocktail dresses, men's wear inspired pieces and tailored basics retailing between $59 and $458. Conrad uses herself as the main source of inspiration for the new collection.

"While I do consider the different moods and occasions of our customers, the concept and look of Paper Crown really began as an extension of myself: what I wanted to create and wear and enjoy," Conrad told WWD. "Each season may capture a different feeling or palette, but all very much in line with the direction of the brand. If I don't feel a connection with a style, I won't keep it in the final assortment."

Ryder Blazer_Renoir Blouse_Hudson Shorts.jpgMore than anything, Conrad is happy to finally have full creative control of her own line for the first time. "With that ownership of the designs also comes the responsibility of running a business: creating and delivering a quality product and making the best decisions when challenges arise. There is more creative freedom and whimsy in what I'm able to do with this line," said Conrad.

Paper Crown launches Saturday and will be sold at Nordstrom, Ron Herman, Fred Segal and Planet Blue, among several other department stores and specialty boutiques.
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