Heidi and Lauren's Fashion Labels Collapse
Nice to know that when the rest of us are suffering courtesy of the global economic crisis, the rich, famous and spoilt aren't exempt. But you know things are bad when even trust fund babies Lauren Conrad and Heidi Montag feel the pinch!
Hills starlets Heidi Montag and sometimes friend, sometimes nemesis Lauren Conrad are both having fashion dilemmas- and we don't mean mismatching separates or wardrobe malfunctions! News has leaked that both of the starlets' clothing lines have been dropped.
Just shy of a year after the hyped-up debut release of the lines, the Hills drama twins have both had their clothing taken off the racks and pulled down from shelves of popular retail outlets.
It's been reported that Heidi's label 'Heidiwood' has completely halted any further retail production.
According to media sources, in April last year Heidi joined forces with fashion company Anchor Blue. Heidi focused on a more casual/flirty collection, showcasing designs mostly consisting of short-shorts and minute tank tops. She even joined the runway to strut her stuff along with scary Heidi-clone models.
Unfortunately, the clothing line failed to impress fashion types - or anyone else for that matter - with the exception of Spencer Pratt aka Heidi's other half of course. Many of the critics allegedly labeled her designs as anything but Hollywood, instead labeling the frocks as clobber one might see in a strip club. Ouch!
Ny Magazine wrote in their fashion blog:
'It was bad. So bad. To Montag's credit, she trumpets Heidiwood's prices of $10 to $60 for any given item " compared to the triple-digit tags on L.C.'s line, that's a sure sign that she at least she understands her demographic.'
The termination of 'Heidiwood' production was initially blamed on poor sales, however other sources reveal that Anchor Blue wanted a change in business direction for their company and had to discontinue Heidi's label. Oh dear blaming it on the global economic crisis would have been a sweeter pill to swallow!
Marla White, Director of PR & Brand Development at Anchor Blue Retail Group, told People magazine, 'Anchor Blue and Heidi Montag are pleased with what Heidiwood for Anchor Blue accomplished during this past year. However Anchor Blue chose not to extend the Heidiwood contract after the initial year as they will be concentrating solely on what their heritage, their foundation, is based on - denim. They are very excited about an initiative they are launching in February '09 for guys and girls that will carry throughout the coming year.'
Rival and ex BFF, Lauren Conrad didn't seem to overly impress fashion critics with her line either; many labeling her line 'overpriced' and 'boring'.
But it must have some sort of lure; while Lauren's label has been dropped from top US retailer 'Kitson', Hills wannabe's can still still purchase Lauren's collection elsewhere.
According to Hollyscoop.com, store-owner, Fraser Ross told nymag.com the reason for the line's failure was partly due to Lauren's lazy promotion's attitude and lack-lustre sales.
Fraser Ross said "Initially it was great," adding that he tried to get the Hills fashionista to show up for in store appearances but due to busy schedules (which includes drama, drama, drama and more drama) she couldn't make it.
He adds, "They need to realise it's no different than selling your album, your TV shows, your movies. You have to keep promoting it."
Lauren and Heidi will also join Victoria Beckham's menswear collection in sales bins across the US. Look on the bright side - at least there will be plenty of bargains for shoppers looking to buy celebrity designer fashion at discount prices!