Replacing Kate Hudson as America's latest actress/designer, Eva Mendes is working on a clothing and accessories line for New York & Co. as part of her new contract with the chain. She plans to turn out four Eva by Eva Mendes collections per year — there will definitely be dresses, pants, and jeans, WWD writes — and she's going to sign off on all of the designs herself.
Mendes has already participated in a few creative meetings. "The other day, I went to the office with half my closet," she said. "Part of the fun is coming up with the designs and looking through my closet. There are a lot of prints and lots of color. Black can be very chic and very New York," but Mendes realized that her wardrobe is comprised mostly of color and prints.
So, how did this odd-couple collaboration unfold? Greg Scott, CEO of New York & Co., told the trade, "When we asked our customers to name the celebrity they aspired to be, [Eva's] name came up again and again. Based on that, we went out and pursued her. It was a very long courtship." Eighteen months, by Mendes's calculation. Scott continued, "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.'"
She will also star in New York & Co.'s ad campaigns and do some "interfacing with consumers," like Mrs. Gosling, no doubt.
Most Viewed Stories
What, Exactly, Are Melania and Ivanka Trump Trying to Sell?
Roxane Gay Calls Out Simon & Schuster After They Drop Milo Yiannopoulos
The Supreme-Branded Metrocard Is Here
The Single Guy Who’s Pretty Sure He Split the Bill
Self-Empowerment Is Just Another Word for Narcissism
Ask a Boss: Should I Try to Act Older at Work?
Did Lena Dunham Shade the Wing on Girls?
We Finally Get to the Root of Katie and Tom’s Problems
Reese Witherspoon, Mindy Kaling, and Oprah Winfrey Are Having the Time of Their Lives in New Zealand
Alt-Right Troll Milo Yiannopoulos Uses Campus Visit to Openly Mock a Transgender Student
The Cut’s Latest Fashion FeaturesCiara's Wedding Dress Was Too Big for the Chapel
To be fair, it was a 13 foot-long dress.You and Rihanna Will Both Want to Invest in Dior’s New Bag
It's got something for everyone.Polo Shirts Have Turned Their Back on Ryan Lochte
Along with his other major sponsors.Ryan Lochte Will No Longer Be Paid to Wear Tiny Bathing Suits
Speedo remains committed to transparency.Laura Brown Is the New Editor-in-Chief of InStyle
After 11 years at Harper’s Bazaar.Tyra Banks Is Going to Teach a Class on Smizing at Stanford
"If I see somebody not paying attention, I’m gonna call on them."This Floating Pier Is the Most Zen Installation Ever
Walking on water in Italy.Nation Is Appalled by Matt Lauer’s Nude Ankles During Ryan Lochte Interview
What’s the opposite of “Jeah”?8 People at the Life of Pablo Pop-up Explain Why Kanye West Is a God
"I mean, Kanye West is just Kanye West. There's not more or less you can say about Kanye West. He's just Mr. West!"A T-shirt Is Enough
Simplicity, versatility, and cool. What more could you want?
She took a perfect pencil dive off a 30-foot yacht.American Apparel Is Being Sued by Former Workers
As the company considers putting itself up for sale.A Gendered History of the Tailored Suit
From Marlon Brando to Coco Chanel.How Zendaya Developed Such Great Style at the Young Age of 19
The star's best looks from Disney to now.Proof That If You’re Chic Enough, a Little Federal Investigation Doesn’t Matter
Is this the best they could do?5,300-Year-Old Mummified Iceman Probably Would’ve Been a Street-Style Star
He had several different looks and was “pretty picky.”J.Crew Has Identified 226 Shades of Pink
Even more than there are shades of gray.Gigi and Bella Hadid Merch Is Now Somehow a Thing That Is Happening
Today in Hadidiana.Gird Your Loins for the Return of Yeezy to New York Fashion Week
The season approaches.This Indie Brand Had a Great Response to Ivanka Trump
When she bought one of their cuffs, they donated the proceeds to the Clinton campaign.