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Whitney Port of 'The Hills' Jumps Into Contemporary

MTV's hit reality series "The Hills" is spawning mini fashion brands.

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A look from Eve & As fall collection

A look from Eve & A's fall collection.

Photo By AMY GRAVES

LOS ANGELES — MTV's hit reality series "The Hills" is spawning mini fashion brands.

Co-star Whitney Port is the latest cast member seeking to capitalize on the show's popularity with young women, creating a contemporary label called Eve & A. The other members of the triumvirate, bitter rivals Lauren Conrad and Heidi Montag, started apparel lines within the last year.

Launching for fall with 20 pieces wholesaling from $50 to $220, Eve & A is intended to be sophisticated enough to go from the office to a cocktail party with its mix-and-match pieces in silk and wool. Heavy on black, the line features judicious pops of bright colors, including purple and Port's favorite hue of pink.

The line also emphasizes versatility to enhance value. For instance, a hood and giant gold zipper help transform a $195 wool jacket into six shapes, ranging from a double-breasted top with a sailor flap in the back to one with a poufy shawl collar.

Another multifunctional item is a $50 slip whose fit can be finessed with adjustable straps and a corset-style tie in the back. The single body, available in hot pink, gunmetal gray, navy and beige, features a ruffled hem that allows the slip to be worn alone or layered under another top or dress. In addition, a $100 wool skirt is constructed with pins that the wearer can adjust to be a mini or float above the knee.

"I wanted people to feel more daring," said Port, who came up with the label's moniker by combining her middle name with the first letter of co-creative director Adrienne Baravetto's first name.

Port, 23, maintains a relatively lower profile than other reality TV personalities. But she has benefited from the public's fascination with celebrities. In August, Port appeared next to Conrad in a saffron-tinted minidress by Luella on the cover of Teen Vogue, where the two were interns and whose lives were being documented in "The Hills."

Conrad's MTV-funded namesake contemporary line, which wholesales for about $40 to $200, is sold at retailers such as Holt Renfrew and Intuition. Montag is collaborating with teen chain Anchor Blue on apparel and accessories retailing for no more than $60.
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