Looking to broaden her horizons a bit, Alessandra Ambrosio has joined forces with Cherokee for a midrange lifestyle brand under the Alé by Alessandra moniker.
Slated to hit stores in the Spring 2014 season, the new lineup is targeted at the 18-35 year-old demographic, with both casual and semi-formal offerings.
Cherokee honcho Henry Stupp told 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.”
Alessandra added, “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 modeling lingerie, but at the same time this is a business transition that I plan to have around for a long time.”
“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 addressed. So we’re putting a lot of thought into every item so it’s not a one-off piece of poor quality. The customer wants something fashionable and affordable that will last from season to season,” noted Stupp.