Alessandra Ambrosio - Alessandra Ambrosio launching lifestyle brand

Alessandra Ambrosio is creating her own lifestyle brand.

The Victoria's Secret model has teamed up with Cherokee to bring to market a midrange lifestyle brand, Alé by Alessandra.

It is aimed at the 18-to-35-year-old females and will start with apparel pieces ranging from casual to day-into-evening.

Alessandra said: ''This is not a hobby for me. I've been a fashion model for 15 years and designing is just an extension of my career. I still plan on modelling lingerie, but at the same time this is a business transition that I plan to have around for a long time.

''I know what I like and what I want to see. I want to be satisfied just as much as the customer. I'm creating a brand that's everything that I am passionate about and have experience in, from growing up in Brazil, travelling around the world and moving here five years ago.''

Henry Stupp, Cherokee's chief executive officer, added to WWD: ''It's not typical for Cherokee to get involved in representation; we usually market our owned brands, but we felt the work [Silver Sunrise] had done was very compelling, extremely well thought out and not designed as a short-term concept. Based on what they presented to us we really believed in it.''

Future brand extensions include jewellery, accessories, sunglasses, swimwear and fragrance.


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