Whitney Port may appear glamorous as a budding fashion designer but insists "casual is more [her] style".
The reality star is set to showcase the fourth collection from her label Whitney Eve at New York Fashion Week in September. The brand, which was first unveiled in 2008, is being launched globally in Australia, Sweden and Norway this year.
She says her clothes reflect her own personal style.
"I design clothes that I want to wear," she told the UK edition of Grazia.
"I love getting glammed up, but casual is more my style."
She also describes her style as eclectic, funky, bright and cheery. Her new collection mirrors her own dress sense with pieces including bright leggings, fitted jackets, floral dresses and tailored shorts. Whitney, who first came to fame on hit reality show The Hills, insists she creates her own designs.
"I work with a design assistant and a print designer but it's mostly me, it's my baby," she revealed.
Whitney admits moving from TV into fashion has been tough. She says gaining credibility as a designer has been the biggest hurdle.
"I want people to take me seriously as a designer," she said.
"That hasn't always been easy. Proving myself as a valid fashion designer is the hardest aspect. And finding investment is a challenge. There aren't many who want to support new designers, but I've had people rooting for me."
While she is focused on her fashion line, Whitney is not finished with television. SMs. Port just finished filming a stint on the judging panel of Britain and Ireland's Next Top Model along with Elle Macpherson and Tyson Beckford.
"I'm back in front of the camera but this is different. I've found my voice now. I have the ability to speak up if I need to and it's really the first time on TV that I've been able to do that," she said.