The former Hills star's third limited-edition runway capsule, LC Lauren Conrad Runway Collection, will debut on September 6. Prices will range from $12 to $154, with plus sizing available from 0X to 3X. While the runway capsule is limited-edition, plus sizes will be a permanent part of the brand's future.
“Plus is a category I wanted to get in to for a really long time,” Conrad told WWD. “As a fun way to launch plus sizes, we partnered with a blogger, Loey Lane, who did a photo shoot for the runway collection to help us get the word out.”
Lane, a popular YouTuber known for her sense of style, makeup skills, and passionate promotion of body positivity, stars in a currently unreleased campaign video promoting the collection. According to WWD, the video features a joyous Lane in two looks: a metallic cold-shoulder dress and a dress covered in a leafy, plant-centric print.
The happiness Lane exudes in the campaign is key. "I'm at a place in my life now where I feel that living my life the way I want to, with no fears and no stipulations, shows the love I hold for this body," Lane wrote in an Instagram post for her birthday earlier this summer. "I don't need to explain why it's powerful for me to wear a bikini while frolicking on the beach. You can see the joy in my face, how happy and at home I truly feel in this skin. I have no apologies to give for that happiness. I've earned it, and you have too."
The brand's growth is also a sign of financial success — the line posted a double-digit sales increase earlier this month, and the move to increase sizing is sure to spark a sales boost. 67% of women in the United States are plus-size, but these women are still markedly underserved in the fashion world. More importantly, Conrad's decision to better serve customers by offering a wider size range allows it to join the increasing number of size-inclusive brands that are here to remind the world that style should have no size limit.