Lauren Conrad Talks Building Paper Crown Clothing Line, Debuting Saturday

Lauren Conrad showing her Paper Crown line at the ENK Fashion Coterie.
Photo: WireImage

When ex-Hillsie Lauren Conrad released lookbook images from her “passion project” fashion line Paper Crown back in February, we were MORE than stoked to get a glimpse into her new life as a designer. We immediately fell in love with her faux-leather shorts and chiffon maxis, but we wanted MOAARRR. Luckily, Lauren Conrad started a Forbes column that divulges all of her entrepreneurial secrets (SCANDALOUS!). The timing couldn’t be more perfect considering her collection is available to buy starting tomorrow (!!!) at Nordstrom, Ron Herman, and Fred Segal. The line retails from $59 and $458, and LC said it was inspired by—drumroll—herself! So, about that column? We’ll snip out all of the good parts since we know, like, 98% of Millennials start uncontrollably flinching when they are shown mass amounts of words all grouped together. OH, PARAGRAPHS. THE HORROR! THE HORROR!

Looks from Lauren Conrad’s new line, Paper Crown.
Photo: Courtesy of Paper Crown

• Based on Lauren’s success with her LC Lauren Conrad collection for Kohl’s and Lauren Conrad STYLE book, she had confidence that the line would do well.

• Lauren studied other contemporary clothing companies like Elizabeth & James, Vince, and Rebecca Minkoff and reviewed how they manufactured their products, their social media methods, and sales strategy.

• Her biggest challenge was trying to maintain a beautiful design aesthetic without jacking up the prices. “Let’s say I want to use a $4.50 trim, but I can only afford to use a similar, yet less lovely, $1.23 trim in order to hit my target price. At this point, I can decide to use that higher quality trim, but I’ll be taking a hit from the inflated price.”

• Lauren is proud of what Paper Crown has turned out to be—”a collection of polished pieces with a charming and youthful vibe—the look and feel of the line is clean, cool and feminine.”

• In the future, LC sees Paper Crown growing while still keeping its specialty feel.


{Via Forbes and WWD}

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