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Angel Alessandra Ambrosio turns her hand to design with new lifestyle brand
As a Victoria's Secret angel with countless high-profile campaigns including Christian Dior, Giorgio Armani, and Ralph Lauren under her belt, Alessandra Ambrosio is enjoying an enormously successful modelling career.
But it seems the Brazilian-born beauty isn't content with stopping there – it has been revealed that she is turning her hand to design, launching her very own fashion and lifestyle brand entitled Alé by Alessandra.
The venture, in collaboration with US retailer Cherokee and set to launch in Spring 2014, is something Alessandra feels very strongly about. "This is not a hobby for me," the VS angel told WWD. "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."
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From casual daywear to more formal, evening pieces, the range will be accessibly priced and aimed at women aged 18-35.
Sketch images released by the brand reveal floaty mini dresses, denim separates and fringed waistcoasts, an aesthetic that draws inspiration from Alessandra's Brazilian roots and off-duty model style.
"I know what I like and what I want to see. I want to be satisfied just as much as the customer," she added. "I'm creating a brand that's everything I am passionate about and have experience in, from growing up in Brazil, travelling around the world and moving [to the US] five years ago."
As the brand evolves, Alessandra hopes to add jewellery, accessories, swimwear and fragrance to the collections.
The CEO of Cherokee Henry Stupp released a statement that expressed his delight about the collaboration, saying: "Alessandra is an international icon, a confident, active professional and is known around the world for her amazing fashion sense.
"Our global sales team and professional brand managers are thrilled to be working with Alessandra."
He also explained why they settled on mid-range price points. "We are looking at the middle market for this brand because, all over the world, it's the fastest-growing area and it's not being properly address," he said.
"So we're putting a lot of thought into every item so it's not a one-off piece of poor quality," he continued. "The customer wants something fashionable and affordable that will last from season to season."
Alé by Alessandra was created by the model's company Silver Sunrise, so it is not directly owned by Cherokke. But thanks to the brand's extensive sales network that spans 45 countries, the partnership will aid with production and distribution.
The Brazilian supermodel is the sixth biggest earner in the modelling world, with her 2012 income estimated at $6.6 million by Forbes magazine.
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