I suppose it should be refreshing that the latest celebrity to launch a fashion line actually went to fashion school. Lauren Conrad, former star of Laguna Beach and the last bastion of likability on The Hills (I liked you for one day, Heidi. But then you got back with Spencer and I remembered you suck.), is launching her own fashion line — digitally, on Virtual Hills.
This is more an MTV story than a Lauren Conrad story. Poor MTV has been flailing in the online arena lately, as more of their target demographic turns away from the television and onto the Internet, ignoring MTV Overdrive and the like for social networking sites like MySpace and Facebook. MTV fought back last month by laying off 250 employees and announcing plans to focus on online operations.
They’re trying to hype Virtual Hills and Virtual Laguna Beach here, and they’re using Lauren to help out. Says the PR release:
The introduction of Lauren’s physical and virtual world fashion lines takes the concept of personal expression to new heights for a generation of viewers who take their online persona as seriously as their real-world presence. Reflecting the casual yet smart aesthetic of her real-world attire, the virtual clothing line inspired by Lauren will make its debut in Virtual Hills tonight (http://www.virtualhills.mtv.com), March 6th at 8 p.m. ET / 5 p.m. PT, where fans will be able to buy clothes with in-world currency.
So, if you’re a teenage girl whose avatar would look cute in Lauren’s clothing, you should check this out. And, if you’re one of the 43-year-old male perverts composing 82% of the Virtual Hills community, with an avatar who would look cute in Lauren’s clothing, you should definitely check this out.
If you actually want to buy Lauren’s clothing line, so you can wear its pieces on your real-life body, no dice. They won’t be in stores until later this year, if ever, because, you know, that’s not really MTV’s priority right now. Hey, Lauren: you should have gone to Paris.