If there’s one thing reality star, author and clothing designer Lauren Conrad knows how to do, it’s speak to her demographic. Mostly because she embodies it.
I interviewed Conrad last Thursday afternoon when she was in town for a personal appearance at the Bellevue Square Nordstrom. Her newest line, Paper Crown, debuted at Nordstrom this season. It's filled with what she describes as “feminine, flowy and pretty pieces that are great staples for the wardrobe.”
In person, Conrad was, as she appears on TV, calm, polite, gracious and fairly glowing with sunny California-girl charm.
She was wearing the cream Tiered Silk Maxi dress, from her line, with a delicate, subtle floral pattern that, while casual and breezy, could easily be paired with a blazer for work.
I noted that her line seemed perfectly tuned towards young, professional women, a demographic in which Conrad herself belongs.
“You design what you love and what you want to wear yourself,” Conrad confirms. “I think lots of girls could wear this line and wear it their own way. I love it when people style the clothing themselves and not just the way they saw it styled somewhere.”
Conrad designed this current line about a year and a half ago, and said she was thrilled to finally see it on the racks. When asked how she felt her design chops were evolving, she admitted to learning a lot during the last few years, “ from production to design,” and while Fall 2011 is focused on basics in solid, neutral colors -- “they’re easy to build around,” says Conrad -- her Holiday collection is more daring, with vibrant prints and edgier silhouettes.
As someone who has been in the public eye since she was 17, Conrad recognizes that her reality TV exposure has been both help and hindrance to her professionally.
She used her name recognition to anchor her previous line (LC Lauren Conrad, sold exclusively at Kohl’s), but made the conscious choice to name this third line something different. “I’ve obviously been able to take advantage of the opportunities that I have,” Conrad explains, “but I wanted this collection to stand on its own and for people to buy the clothes because they like them, and not because of my name.”
Sounds like a girl with a good head on her shoulders (and a paper crown on top).
Photo + interview via NWsource: Seattle