Updated: Tuesday, 12 February 2013 20:00 | By Bang

Eva Mendes launching fashion line

Eva Mendes is launching her own sub-brand through New York & Company Inc. whom she has also signed up to be an ambassador for.


Eva Mendes is launching her own sub-brand through New York & Company Inc. whom she has also signed up to be an ambassador for.

Eva Mendes is launching her own sub-brand through New York & Company Inc. whom she has also signed up to be an ambassador for.

Eva Mendes is launching her own fashion line.

The 'Hitch' actress has signed with New York & Company Inc to launch her own sub-brand as well as represent the label by appearing in their advertising campaigns and other promotional activities.

Eva, 38, has already had meetings with heads of the label, and has been stocking up ideas for the line.

She told WWD: ''I love anything that winks to yesteryear. You have to find what works for you. Quite a few times I've worn turban-like accessories.

''I have a ton of ideas, but it's a bit early to discuss them. [The project] is taking up all my time, but in the best way possible. Everything I see is a possible design. My mind is consumed by it. I'm fortunate enough to travel to so many exotic places. I could find inspiration in a gate in Istanbul for a plate or a blouse.''

Greg Scott, CEO of New York & Co. said the Eva by Eva Mendes line will be made up mostly of dresses and accessories.

He said: ''We don't address day-to-evening and real cocktail looks today.

''There will be pants and jeans because that's what our brand is known for. Eva is excited to pursue that also.''

''We want her influence in the collection.

''She has amazing red carpet style and also has a very unique style off the red carpet. She has a real sense of self, which will help us in terms of the design aesthetic. When we look at her, she really is confident.''

Eva said the deal between her and the clothing brand has taken 18 months to come to fruition, during which time she has been instructing the company on how to make their brand ''sexy''.

Greg added: ''Our customer is not really sexy. She's confident. We don't use the word 'sexy.' Eva uses the word 'sexy' in a confident way. Now we can use the word 'sexy'. We believe in empowering women.''

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