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Carolyn Murphy entering lifestyle market with new website

Carolyn Murphy entering lifestyle market with new website

Carolyn Murphy is gearing up to launch her own lifestyle brand.

The 42-year-old American model has been part of the fashion scene since the '90s, working with everyone from Versace to Sports Illustrated.

She's now following in the footsteps of celebrities-turned-lifestyle gurus Gwyneth Paltrow and Jessica Alba, and is setting up her own brand.

Called Mama Murphy, her long-held nickname, the website launches in the fall (17), and will feature written pieces as well as a curated shop of items made in America.

"I could spiel about these things (genetically modified organisms and probiotics) for hours, but I will do it in a way that is so straightforward, because we all need a little help sometimes, whether it's with weight or ageing or being overtired," Carolyn promised in a chat with America's InStyle.

"Right now, I feel there is a great disconnect because of technology-or having this need to move on to the next thing. Whether it's dating apps or 50 different toothpastes in the pharmacy, it can be very overwhelming."

This isn't Carolyn's first step away from modelling; in 2010 she partnered with e-commerce platform OpenSky on a range of American-made products, and in 2013 she joined forces with photographer Bruce Weber for a shoot with Detroit company Shinola, who wanted to bring manufacturing back to the city by producing watches, bicycles, and leather goods there.

"I got off the plane and thought, 'This is it,'" she recalled. "It was wonderful, that spirit of optimism."

Shinola owner Tom Kartsotis was so impressed with the model that he tapped her as the women's design director, and she'll soon be bringing out a print magazine for the company.

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