While the collab took us by surprise it's apparently been a longtime coming.
Greg Scott, chief executive officer 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."
We're sure customers' desire to be like Mendes has absolutely nothing to do with the fact that she's dating Ryan Gosling and everything to do with her style but, anyway...
The starlet said it took 18 months to agree to the deal. “I love when things take time to develop. It wasn’t some kind of rash decision."
The new line, which will consist mostly of dresses and accessories, is a play on the lucrative day-to-dinner, cocktail and evening categories from New York & Co, which is mainly known for workwear staples. Mendes, who has worn the likes of Christian Dior Couture, Lanvin, Prada, and more, will be bringing some serious red carpet expertise to the table.
"In this day and age where everybody has a stylist, I appreciate the kind of woman who steps out of the box," she said of her own style and what she hopes to accomplish with the line. "I love feeling like an individual. I want to share all these little tips with women."
Mendes will approve all styles before they go into production, and says she already has "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," she said. "Everything I see is a possible design."
Eva by Eva Mendes will be delivered four times a year and merchandised in shops-in-shop in New York & Co. stores, and will cost 10 to 15 percent higher for special fabrics--which means it'll be pricier than the rest of the retailer's offerings but still plenty affordable.
Mendes has also signed on to be an ambassador for the brand, appearing in ads, and going to events for the brand where she'll interact with customers.
According to Scott, New York & Co. will leverage “everything that’s going on in her life."
So now the question is: Does that mean we can expect to see Gosling at a New York & Co. soon?