Within a partnership with New York & Company, actress Eva Mendes is starting her own clothing line called Eva by Eva Mendes, according to British Vogue.
New York & Company hopes to expand their clothing into “day-to-dinner, cocktail and evening categories” through Mendes’ new line according to Women’s Wear Daily.
Mendes told WWD that she will be involved in the designing and approval of all styles before they are produced.
As for why Eva Mendes was asked to partner with New York & Company, Greg Scott, CEO of New York & Co. explained the company’s reasoning to WWD:
“We want her influence in the collection. [Mendes] 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.”
Also, after having done market research with their customers, Scott went on to say that Mendes’ name kept coming up in customers’ feedback.
In addition to helping to design the line, Mendes will also be making personal appearances for the brand and will interact with customers.
Mendes’ line is expected to retail (for special fabrics) at prices 10-15 percent higher than the brand’s typical range.