Conrad’s current portfolio is vast. She maintains two fashion lines (LC Lauren Conrad and the more contemporary Paper Crown) and produces a collection of reusable makeup, shopping, and lunch bags called XO(eco) from BlueAvocado.com. She has authored a small library of books that frequent the New York Times bestseller list: two novel series, LA Candy and The Fame Game, a fashion guide called Lauren Conrad Style, and the latest, a tell-all compendium of hair and makeup trade secrets called Lauren Conrad Beauty. Frankly, her new reality is based more on hard work than (televised) play. Asked about her transition from star to seamstress, Conrad revealed the depth of her aspirations. “The television shows created an opportunity for me and I had several things I wanted to do, but fashion has always been my main focus.” She has taken to fashion with a fervour that few others can claim. Describing her design aesthetic for LC Lauren Conrad and Paper Crown, she recounts the minutiae that compose her ‘girly vibe,’ details such as specific lace insets, bows, and trims. And hard work does not scare her either. “I’m at my best when I’m running out of time and I haven’t gotten enough sleep—it sounds strange, but I just kind of love being a little overwhelmed. I go back and forth with Kohl’s on a lot of emails, regarding LC Lauren Conrad—which has expanded to shoes, accessories, and sunglasses,” shares Conrad, becoming animated as she refers to her growing day-to-day schedule. “They’ll shoot over quick questions, whether it’s options for an upper on a shoe, or different colours of jewels to use in a certain piece of jewellery.”
This hands-on involvement also extends to Paper Crown, where her roles in the design and production of the line—from first sketch to final sample—keep her constantly in the office. Conrad explains, “In fashion design, you must pay attention to the business that individual pieces of clothing are performing. Each collection is like a puzzle of disparate bottoms, tops, dresses, and jackets that you fit together to make outfits and to complement each other.” Taking her theory of complementary design further, Conrad believes there is an ideal venue that will highlight her first showing of Paper Crown. Opting out of highprofile locations, such as New York and Los Angeles Fashion Weeks, Conrad decided on a low-key backdrop, explaining, “a more intimate setting, where you can display the line over cocktails and talk to everyone who has come to see it,” would be more appropriate. Conrad emphasizes the importance of spending time with her fans while on her most recent book tour. “It’s a really positive atmosphere to meet people face-to-face. Without people supporting you, there’s no business…it’s non-existent.” Conrad does however concede that she always considered writing a creative hobby, and that her transition to author was not always without objection. Originally pitching an advice-based dating book, she explains. “I’ve had a really bizarre dating life. Several gentlemen have gone on to date men after me, so there are definitely red flags I would suggest girls look out for. The publisher didn’t want it.” On the subject of writing rituals, she simply laughs them off, saying time does not afford her that ‘luxury’, “I do my best to get it all done. As long as I have my laptop, I can do it. Lauren Conrad Beauty took three to four months to write, edit, shoot, and compile. That deadline was a little insane—the fastest I’ve ever produced a book.”
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