Celebrity Designers. The 'Reality' of Whitney Port's Fashion Label

WWD reports, co-star Whitney Port is the latest cast member seeking to capitalize on the show's popularity with young women, creating a contemporary label called Eve & A. Bitter rivals Lauren Conrad and Heidi Montag, started apparel lines within the last year.

Launching for fall with 20 pieces wholesaling from $50 to $220, 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 (that figures).

"I wanted people to feel more daring," said Port to WWD, who came up with the label's moniker by combining her middle name with the first letter of co-creative director Adrienne Baravetto's first name. Brilliant!