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Eva Mendes via Getty
Ryan Gosling's girlfriend actress in her own right, has signed on with New York & Co. to take its work-appropriate attire into a more day-to-evening style with a subbrand called Eva by Eva Mendes. She'll also act as the brand ambassador, starring in ad campaigns and signing fan's casual separates or whatever goes down at celebrity appearances. While the company announced that the line will arrive four times a year in special shops-in-shop within national New York & Cos., and that it will be priced about 10 to 15 percent higher thanks to special fabrics, the line's design is just a twinkle in Mendes' eye at the moment. But she does hint, "You have to find what works for you. Quite a few times I've worn turban-like accessories. In this day and age where everybody has a stylist, I appreciate the kind of woman who steps out of the box."
New York & Co., for its part, are jazzed about its first celeb collaboration, mostly because it expands the company's vocabulary. Or as chief exec Greg Scott told WWD, "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'. We believe in empowering women." Here's hoping that means power turban-like accessories to pair with our power suits.
· Eva Mendes Aligns With New York & Co. [WWD]
· Here Are All the People Who Were Allowed to Wear Prada to Last Night's Met Gala [Racked]