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Alessandra Ambrosio Launching Apparel

The Victoria’s Secret model’s first clothing line, ále by Alessandra, debuts March 17 at Planet Blue in Beverly Hills.

ALESSANDRA AMBROSIO LAUNCHES APPAREL LINE: Victoria’s Secret model Alessandra Ambrosio’s first apparel line, ále by Alessandra, makes its debut March 17 in Southern California-based retailer Planet Blue with a cocktail party in its Beverly Hills boutique. The beachy bohemian-style line retails from $60 to $260 and features dresses, skirts, blouses, shorts and knits, all made in Los Angeles.

“I’ve always been a big fan of Planet Blue and thought it would be the perfect place to have it; their store is only five minutes from my house, and I shop there a lot,” said Ambrosio. The color palette of the 44-piece collection ranges from beige to cayenne for day to midnight blue for evening. “This is the first time we’ve carried a celeb-driven line, but my customers are big fans of hers,” said Planet Blue founder Ling-Su Chinn. “It was important for us to have a product that looks expensive but that is accessible to her fans.” Planet Blue operates California stores in Venice Beach, Santa Monica, Beverly Hills and Malibu and one in Tokyo. Ambrosio’s intellectual property company, Silver Sunrise LLC, works with The Cherokee Group as its global licensing agent.

This story first appeared in the March 5, 2014 issue of WWD.  Subscribe Today.