ALIGNE unveils Lioness Lucy Bronze as first brand ambassador and face of SS24

ALIGNE, the responsible, contemporary British womenswear brand, has unveiled football star Lucy Bronze as its first ever brand ambassador and face of its SS24 campaign.

Bronze was one of the stars of the successful Lionesses' Euro 22 campaign and has played for a number of big-name English clubs and is currently with Liga F club, Barcelona.

ALIGNE, which offers accessibly priced fashion that is high-end in quality and feel, is run by a female-led team, headed by managing director Ginny Seymour. It has unveiled the campaign ahead of International Women's Day this week (Friday 8 March).

Seymour said it had been her "dream" to work with Bronze, who has won numerous awards and is considered to be one of the best women's footballers in the world.

"When discussing the vision of having our first brand ambassador and who would be the face of our SS24 campaign, Lucy's name immediately sprung to mind.

"Bringing fashion and female sport together, supporting and showcasing these amazing game changers off the pitch the way male athletes have been celebrated for decades through fashion, is important to me as the leader of a brand focused on community and championing females supporting females.

Lucy Bronze in ALIGNE

"Lucy represents everything I want ALIGNE to stand for.  She is confident, strong, determined, kind, and unapologetic in her beliefs. She’s a role model on and off the pitch, and her impact and contribution to women’s sport is everlasting. I could not be prouder of this campaign and partnership,” Seymour said.

Speaking about her hopes for the campaign, Bronze said: "The fashion industry and the sports world are merging more now than ever before. The changes that I would like to see from brands is the inclusivity – and not just the same faces or moulds that fit generically into the industry, but different faces, sizes, and accomplishments. Inclusion helps to inspire people around the world who love fashion, but do not see where they fit in."

Lucy Bronze in ALIGNE

She added that her personal style was "quite simple and clean", which matches perfectly with the ALIGNE aesthetic. She said of the shoot: "I feel great! I think if this shoot had been 10 years ago, I would have been extremely uncomfortable in a world away from football, shorts and football boots, but today I feel empowered by fashion. It is a different route within my career but something that I enjoy as we all have our own looks and things that make us feel comfortable – it is just finding what we feel good in."