Photography: Donato Sardella

Lauren Conrad, the star of MTV’s hit reality show The Hills, is keeping herself busy. LC jumped to the next level and partnered with MTV to launch a capsule collection in September, Lauren Conrad Collection. Sherry Wood, creative director of Tart, will be the label’s creative director, MTV has also helped LC build an e-commerce site, shoplaurenconrad.com, which will be the exclusive retailer for Conrad’s 10-piece fall collection after the site goes live on September 15th.

In addition to Lauren Conrad Collection, LC will unveil a set of clutches and bags produced by Linea Pelle for the resort-spring seasons. Retailing at $45 (coin purse), $145 (clutch) and $350 (tote bag).

Youthful and flirty with hemlines floating inches above the knee, the spring lineup is crafted primarily out of jersey, voile and gauzy cotton. Wholesaling from $22 for a tank top to $100 for a floor-grazing gown, the 44 pieces are imbued with a rich palette of sienna, peacock green and midnight blue. The sole print is that of a row of overlapping dots, and adornment is limited to eyelet trim and a matte gold button that looked as if it was taken from a grandmother’s cardigan. Though a big fan of dresses, Conrad also included billowy tops and a white linen romper with a matching sash that can be worn as a belt or scarf. via WWD

Launching September 15th: www.shoplaurenconrad.com