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'The Hills' Star Introduces First-Ever Virtual & Real-World Fashion Line

March 7th, 2007 11:02am EST
Lauren ConradHer fashion has inspired a generation of young viewers with its California chic look of flirty dresses and trendy tops usually complemented with a signature headband. Now legions of young women can emulate Lauren Conrad's fresh style in the real world and online.

MTV Networks and Lauren Conrad -- the star of MTV's popular series The Hills -- announced the first-ever celebrity-inspired digital fashion line to be introduced in the Virtual Hills virtual world. In addition, Lauren will develop a real-world fashion line that will be available in high-end boutiques, retail stores and online later this fall.

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 made its debut in Virtual Hills last night, where fans will be able to buy clothes with in-world currency.

As Lauren continues to design her real-world line, she will look for feedback from virtual world patrons to help tailor the styles that make their way to boutiques later this year, a benefit of her close relationship with fans in Virtual Hills.

The move also reflects a new model of engagement that moves our audience back and forth from real-world to virtual-world consumers -- and back.

The virtual fashions include casual-yet-sophisticated tops in an array of colors and accented with layered necklaces. Over time, real-world fashions will also subsequently be digitized for Virtual Hills.