Ashley Graham Expands Business Portfolio With Lucci Wine
Model and entrepreneur Ashley Graham co-founded the sparkling Italian Lambrusco wine brand Lucci in February 2026.
Updated on Oct. 29, 2026 in Fashion
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Ashley Graham, the model and entrepreneur, officially expanded her business footprint by co-founding the sparkling Italian Lambrusco brand Lucci in February 2026. This move follows her previous ventures into skincare, retail fashion collections, and major runway appearances.
Why it matters
Graham is transitioning into business entrepreneurship to strategically scale the brand value associated with her professional identity. She leverages a massive social media presence of nearly 30 million followers to drive engagement across her diverse commercial interests.
The Lucci brand is a sparkling Italian Lambrusco wine launched in February 2026. This venture adds to Graham's existing portfolio, which includes a 2022 partnership with Fig.1 Beauty and a 2025 JCPenney collection starting at size 14.
The players
Ashley Graham
An American model and entrepreneur who gained prominence as a prominent advocate for body positivity and has successfully transitioned into diverse business investments.
The details
Graham discussed her evolution into the business sector at Business Insider's The Long Play event held in New York City on October 29, 2026. Beyond her current wine venture, she has built a career through high-profile moments like her 2016 Sports Illustrated Swimsuit Issue cover and her 2024 appearance in the Victoria's Secret fashion show.
Timeline
Ashley Graham co-founded the Lucci wine brand in February 2026.
Graham participated in The Long Play event on October 29, 2026.
Culture Shift
This venture follows the documented trend of high-profile models leveraging their personal platforms to establish independent entrepreneurial roles. It signals a move away from traditional contract-based modeling toward ownership stakes in consumer brands that align with their personal image.
Consumers can expect to see Lucci wine in retail channels as the brand utilizes Graham's extensive social media reach for marketing. This shift impacts shoppers interested in celebrity-backed lifestyle products who may now encounter her brand in traditional retail spaces.
The takeaway
Graham represents a new wave of celebrity entrepreneurs who utilize vast digital audiences to scale personal brand value into tangible retail products. Readers should observe how influencers continue to prioritize ownership and equity in consumer goods over standard endorsement deals.
What happens next
Ashley Graham is scheduled to launch a home company in summer 2027.
Further reading
Learn more about the evolving intersection of Fashion and modern influencer entrepreneurship.
Source note: This article includes information reported by Business Insider.
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