Lauren Conrad’s New Line at Kohls: Do We Care?

Kohl’s, the Midwest based discount department store taking a huge chunk of Target’s business, announced the launch of the a new line by MTV star Lauren Conrad and the real question is do we care?

From the Kohl’s Press Release: Kohl’s Corporation (NYSE:KSS) today announced the exclusive launch of LC Lauren Conrad, a contemporary lifestyle brand that will launch in the women’s department in approximately 300 Kohl’s stores and Kohls.com this October. The brand is ultimately planned to expand to all stores nationwide… “We are very excited to announce our partnership with Lauren Conrad, a pop culture icon whose style resonates with our contemporary customer,” said Don Brennan, senior executive vice president of Kohl’s Department Stores. “

I haven’t seen the line yet, so I’ll hold off any judgment in terms of style, function, etc, but….but… isn’t the whole celebrity-turned-designer-trend done? I bet you this deal was signed last year. Didn’t Lauren Conrad’s last line not do so well? And course, when we think of pop icons, LC is the first person to come to mind, right up there with Madonna, Beyonce, and Susan Boyle.

Lauren talking about her line: