Updated: Wednesday, 06 February 2013 00:00 | By Bang

Alessandra Ambrosio launching lifestyle brand

Alessandra Ambrosio is creating her own lifestyle brand.


Victoria's Secret model Alessandra Ambrosio is teaming up with Cherokee to create her own lifestyle brand, Alé by Alessandra.

Victoria's Secret model Alessandra Ambrosio is teaming up with Cherokee to create her own lifestyle brand, Alé by Alessandra.

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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