Lauren Conrad Can Describe Her "Perfect Bag" in a Split Second

"Obviously florals are a huge part of this brand, and we’re having to constantly reinvent our interpretation of them. You want to keep the look and feel consistent, but you want to keep it fresh at the same time. We’ll switch from softer florals to more graphic, simpler [florals], from lots of negative space to a condensed space. It’s always changing. Sometimes we’re looking at incorporating them in the form of an embellishment or an embroidery. Every season that is a challenge we face, but it is a fun one! We get to look at florals in a new way each season."