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Just Hillin': Whitney Port's New Line, Eve & A

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Just Hillin' is where we catch you up on the mayhem that is The Hills—the reality stars' new lines, their fashion lives, and other earth-shattering style-related drama.

The question is, why wouldn't Whitney Port launch a fashion label? Count in her rising profile on The Hills, a family which is in the biz—her father's president of Shades of Greigh, a young men's line—internships at fashion PR company People's Revolution, WWD, and Teen Vogue, and (wow!) an actual degree from USC, the girl is primed and shellacked. Today, WWD reports on the line, Eve & A (pictured right), which features a number of convertible pieces: "Eve & A is intended to be sophisticated enough to go from the office to a cocktail party with its mix-and-match pieces in silk and wool. Heavy on black, the line features judicious pops of bright colors, including purple and Port's favorite hue of pink." No big surprise, the line's already sold to, Kitson, Planet Blue, and others. The fashion trade also quotes wholesale prices at $50-$220 (so around $115 to $500 retail), which is right in line with co-star Lauren Conrad's MTV-funded line. Both are considerably upmarket as compared with co-star Heidi Montag's line with Ancho Blue, retailing for no more than $60. Even Montag's fashion collab feels desperate. [WWD, subscription req]

And for fun...
· Whitney Port's Clothing Line Sounds Very L.A. [The Cut]
· Whitney: Still an Intern? [Fashionista]
· More From ‘The Hills’: Kelly Cutrone Is Tired, Vicious [The Cut]
· ‘The Hills’: You're Crying Because You're Not As Awesome As Spencer [The Cut]
· 10 Questions for The Hills... [Fashionista]