This Brazilian beauty may be best known for nabbing perennial playboy Matthew McConaughey (the couple wed just last month after having two kids, the elder of whom is about to turn four). But she is also a career woman who has been modeling since the age of 19 (when she moved to New York City), and she has other ties to the fashion industry thanks to a line of handbags she designed with her mother and a turn as the host Shear Genius, Bravo’s reality show centering on hair stylists. And with the wedding under her belt and both of her babes out of infancy it seems that this Brazilian bombshell is ready to get back to work, as evidenced by the recent announcement that she has been selected as the new brand ambassador for I.N.C. International Concepts, a branch of Macy’s department stores.
You may be familiar with this line because of the fashion-forward creations they flaunt at Macy’s locations (they nearly always have some kind of eye-catching display set up in a central location) or because another (formerly) Bravo show, Project Runway, frequently set challenges in which the winning designer would have their fashion picked up and marketed by I.N.C. Either way you are probably aware that the sub-brand deals in cutting edge clothing that nonetheless falls under the heading of ready-to-wear (as in straight from the runway to the store to your closet). And apparently Alves has just the kind of exotic-yet-everywoman appeal the brand is going for.
According to Macy’s senior vice president of merchandising Nancy Slavin, Alves embodies the “multiethnic appearance” that they feel fits the goals of their brand and speaks to their “diverse customer base”. The company is interested in making sure that the person they choose to represent them speaks to the consumer marketplace, which is made up not of supermodels, but of moms, and in which women of all colors participate. Since Alves is not only a beautiful and glamorous celebrity, but also a mother (and now a wife), she has the sort of mass appeal that presents women with an ideal they can hope to live up to. But it did take some work to bring her on board.
Alves insisted that it be a partnership in more than just name. After an initial NYC meeting to hear the pitch she invited the I.N.C. marketing team to her home in Austin to wine and dine them with the goal of getting to know them better. According to the model, she wanted to ensure that the team really liked her before they made her the face of their brand. But if she could win over the heart of a long-time bachelor like McConaughey, it should come as no surprise that she wowed the Macy’s representatives and ended up signing a contract.
So it shouldn’t be long before consumers start seeing her face in Macy’s advertisements. The company is forecasting that television spots featuring Alves will air as early as fall, with print ads in magazines and online starting in September. And with the international appeal presented by their new spokesmodel (in addition to the cutting edge fashions they create), the brand may even find their wares featured on international fashion outlets (like India’s http://www.rock.in, for example), expanding their reach through the attractiveness of both their clothing and their model.