Lauren Conrad Covers Lucky in Paper Crown Clothing Line

lauren conrad lucky cover
Photo courtesy of Lucky
Lauren Conrad on the July cover of Lucky in pieces from her new Paper Crown fashion line.

Lauren Conrad heats up the July cover of Lucky magazine in a gray tank, camel blazer, and sizzling black mini, all from her new Paper Crown clothing line. Though the Christian Louboutin–shod beauty kicked off her career as a reality star on MTV’s Laguna Beach and The Hills, she says she always dreamed of being a designer.

“I never wanted to end up in entertainment; that wasn’t the goal,” says Conrad, who, besides Paper Crown, also produces the affordable LC Lauren Conrad clothing line for Kohl’s. “I was doing the show to end up in fashion. But I’m totally aware that without The Hills, I wouldn’t be where I am.”

Her self-funded Paper Crown range, which arrives in stores in July, includes tiered maxis such as the Ella Gown, the sexy body-con Lola Dress, and menswear-inspired pieces like the Ryder Blazer that Conrad wears on Lucky’s cover.

Despite her MTV pedigree, Conrad says it wasn’t until after she left the music network that the fashion world finally took her seriously.

lauren conrad lucky magazine
Photo courtesy of Lucky
Lauren Conrad keeps things short and sweet in the July issue of Lucky

“It’s easier to launch the line without MTV,” says the California girl, who models a red-printed blouse and white, high-waisted shorts inside the magazine. “A lot of people in fashion don’t want to be linked with anything that has to do with reality TV. Showrooms were turning us down.”

That’s not to say Conrad has completely turned her back on MTV. She had planned to do a series about the workings of Paper Crown for the cable channel, but the network passed on the pilot because, she said, it was too "highbrow."

"It didn’t feel like a perfect fit,” Conrad, who recently launched the beauty site The Beauty Department, tells Lucky. “It’s difficult to compete with all the Jersey Shore–type shows out there. Besides, there weren’t any scenes of me getting drunk or fighting, so what’s the point?”

No worries, LC. We’d say you landed in a much better situation.

For more of Conrad, including her favorite hairstyles and summer essentials, visit Lucky online, and pick up the July issue on newsstands June 10. Conrad will also guest edit Lucky’s Tumblr page from June 6 to June 10.