The “Hitch” actress will be seen in the label’s advertising campaigns and other promotional activities. She has already had meetings with heads of the label, and has been stocking up ideas for the line, reports contactmusic.com.
“I love anything that winks to yesteryear. You have to find what works for you. Quite a few times I’ve worn turban-like accessories. I have a ton of ideas, but it’s a bit early to discuss them. (The project) is taking up all my time, but in the best way possible,” Mendes told Women’s Wear Daily.
“Everything I see is a possible design. My mind is consumed by it. I’m fortunate enough to travel to so many exotic places. I could find inspiration in a gate in Istanbul for a plate or a blouse,” she added.
Greg Scott, CEO of New York & Co, said the Eva by Eva Mendes line will mostly feature dresses and accessories.
“We don’t address day-to-evening and real cocktail looks today. There will be pants and jeans because that’s what our brand is known for. Eva is excited to pursue that also.
“We want her influence in the collection. She 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,” said Scott.