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Alessandra Ambrosio Launching a Free People-Esque Clothing Line

Well, you can't wear lingerie all the time, can you?
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Well, you can't wear lingerie all the time, can you?

Perhaps with that thought in mind, Alessandra Ambrosio has become the latest Victoria's Secret model to get bitten by the design bug: Her new lifestyle brand, ále by Alessandra, will launch apparel on March 17, exclusively at Cali-boho boutique Planet Blue. (The line will eventually expand to include accessories, footwear, eyewear, swimwear, handbags, and fragrance.)

"I cannot think of a better place to launch the apparel for my brand," says Ambrosio. "I have been a fan of Planet Blue since I moved to California, and the brand's authentic bohemian beach vibe is the perfect backdrop for my very first collection."

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From the looks of the campaign, shot in the Southern California desert and starring the Brazilian beaut herself, ále by Alessandra is comprised of summery bohemian staples: airy knitwear, cozy beach coverups, eclectic beading and embroidery, and those big floppy hats that will never not remind us of Rachel Zoe and J.Lo.

There's a definite Free People vibe happening in both the line and promo shots, with similarly steep pricing. Matching patterned bustier and pinup-style shorts go for $128 and $118, respectively; a lightweight poncho will set you back $146. Though it deserves to be said: Of the countless model-turned-designer attempts we've witnessed over the years, this is one we can actually see ourselves wearing. If winter ever ends, that is.

Click through for more looks from Ambrosio's design debut.