Lauren Conrad’s Paper Crown Pops Up at the Grove

Paper Crown Spring 2015

Paper Crown Spring 2015

Lauren Conrad is dipping her perfectly manicured toes into the retail waters with a pop-up shop at the Grove. Her contemporary fashion line, Paper Crown, has been quietly selling through at Nordstrom and other retailers, but for the very first time, Conrad and co. are taking the shopping experience into their own hands and creating a one-of-a-kind Valentine’s Day pop-up shop at the Grove. Done in collaboration with Florida-based Rifle Paper Co., the shop will feature Paper Crown’s apparel alongside stationary and tech gifts.

“We don’t have any Paper Crown locations so this was really exciting for us and it’s the first time we’ve been able to take our entire collection into a retail space,” Conrad told WWD. “We thought it made sense to do a Valentine’s pop-up. The collection is very girly and romantic.”

The pop-up shop will set up shop at the Grove’s Grand Lobby (which recently was home to a pop-up for Los Angeles-based leather goods company Parabellum) and be open from February 13 through the weekend. Spanning about 1,000 square feet, the shop will play host to Paper Crown’s dresses, tops and skirts, some of which feature prints from Anna Bond’s Rifle Paper Co. And in a double dose of meta, some of the pieces from Rifle Paper Co., such as iPhone cases, cards and notebooks, will feature Paper Crown dresses in their graphics. Paper Crown teamed with Bond for three different prints, which found their way onto Conrad’s signature maxis, feminine flowy tops and more.

The Grove pop-up is the brick-and-mortar retail venture for Paper Crown, though Conrad stated that a more permanent store would definitely be on the horizon for her growing brand.

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Images courtesy Paper Crown

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.