Saturday, July 30, 2011
Wow, we can't believe it's actually, finally happening. Way back in February, preview images of Lauren Conrad's new label, Paper Crown, debuted on the internet. Yes, this is the clothing line that was meant to feature on LC's new MTV reality show — the show that was shot and canceled at the last minute. Conrad explained it this way: "We sold a show to MTV, filmed it and are really proud of the final result. MTV felt the subject matter was too high brow and offered me the opportunity to change the show by incorporating more of my personal life. MTV didn’t feel their viewers were savvy enough to appreciate it."
The 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."
More 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 today and will be sold at Nordstrom, Ron Herman, Fred Segal and Planet Blue, among several other department stores and specialty boutiques.