Reality TV show star, Lauren Conrad officially launched her “Southern California” inspired designer collection on Saturday. The small fall preview collection of 10 pieces is exclusively available online through Shop Lauren Conrad. The highly anticipated collection is cute, but lacks originality and details. Although the clothes look easy to wear and are young and hip, most of the pieces are comparable with designs circulating at Kohl’s, Target, Forever 21 and American Apparel. Prices come with a Hills price tag with dresses retailing between $130 and $150 and the tops $85 to $100. Definitely a very deceiving introduction to her full collection scheduled to hit stores in early 2008 with 44 more pieces.

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