Victoria’s Secret star Alessandra Ambrosio to launch fashion and lifestyle brand

Alessandra Ambrosio, Victoria’s Secret model and star of campaigns for Christian Dior, Giorgio Armani, and Ralph Lauren, is set to launch her new brand in Latin America and hopes to later expand around the world. 

The Brazilian supermodel is the sixth biggest earner in the modelling world, with her 2012 income estimated at $6.6 million by Forbes magazine. This latest move comes as something of a surprise to the fashion world, but according to the model it was a natural progression: “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,” she told WWD.

The 31-year-old model and mother will partner with US-based retailer Cherokee to work on production and distribution. “Alessandra is an international icon, a confident, active professional and is known around the world for her amazing fashion sense,” said Henry Stupp Cherokee’s Chief Executive Officer. 

So what can we expect? The label will be “representative of my life, experiences and style,” said Ambrosio in a statement. Sketch images released by the brand reveal summery, light womenswear with a colorful palette. After the international roll-out, plans for the future also include new jewelry, swimwear and fragrance lines as well as accessories.