Ashley Graham’s Daring Reinvention: From Supermodel to Wine Mogul and Body Politics Disruptor

The Laugh That Launched a Thousand Headlines

Ashley Graham’s laugh is legendary. It’s the kind of deep, raucous belly laugh that makes you feel like you’ve just shared an inside joke with a lifelong friend—not a woman who has graced dozens of magazine covers, walked the world’s most glamorous runways, and amassed 21 million Instagram followers. When she joins a Zoom call on an unseasonably warm April day, that laugh is the first thing you hear. But behind the infectious chuckle is a force of nature who has spent nearly two decades redefining what it means to be a supermodel in America.

Discovered at a mall in Omaha at just 12 years old, Graham’s first job was modeling bras for a now-defunct Midwestern chain. She endured years of catalog work before her 2016 Sports Illustrated cover catapulted her into the editorial stratosphere. That moment wasn’t just a win for her—it was a watershed for the body positivity movement. But Graham never stops. Today, she’s a mom of three, a wine entrepreneur, a fashion designer, and an unapologetic advocate for size inclusion.

From Plus-Size Pioneer to Wine Maven

While many celebrities launch alcohol brands, Graham’s venture, Lucci, is audaciously specific. It’s a Lambrusco—a dry, sparkling red from Emilia-Romagna, Italy. Graham didn’t just slap her name on a bottle. She DM’d the winemaker from a dinner table at L.A.’s Bestia, flew to Italy months later, and spent three years perfecting the liquid. 'We heard no all the time,' she admits. But Graham thrives on rejection. The result? A wine that’s low in alcohol and sugar, targeting a generation that drinks less but drinks smarter.

The brand’s tagline, 'For every occasion or none at all,' captures that same irreverence. At New York’s Eataly, a saleswoman reports that Lucci is flying off shelves. Graham’s business partner, Danny Epstien, notes, 'She’s a true partner—there’s no task too small.'

Career at a Glance

• 2010: Controversial Lane Bryant ad that almost got banned—put Graham on the map.
• 2016: Landmark Sports Illustrated cover that signaled a shift in editorial acceptance.
• 2025-present: Exclusive plus-size line with JCPenney, designed as creative director.
• 2026: Launch of Lucci Lambrusco, defying celebrity alcohol brand fatigue.

Tackling the Ozempic Era with Unshakeable Confidence

The body positivity movement is at an inflection point. As of 2026, GLP-1 weight-loss drugs like Ozempic have exploded, with over 12% of Americans reporting use. The fashion industry is feeling it: plus-size looks accounted for a mere 0.3% of fashion week shows, down from 0.8%. But Graham isn’t rattled. 'I’ve always been a glass-half-full kind of girl,' she says. 'There’s more accessibility and visibility today than ever. I’ve never seen this many plus-size creators.'

Her response? Action. Last fall, Graham launched a plus-size line with JCPenney, marketing it with a campaign called Omitted that highlights a staggering stat: 68% of American women wear plus-size, yet only 10% of brands design for them. The line focuses on quality, fit, and trendy design—not just scaling up sizes. 'We’ve nailed the darts, the pants, the jackets,' she says. And it’s personal: Graham modeled for JCPenney as a teen. Now she’s creating clothes for women who deserve to feel seen.

'People will lose and gain weight for the rest of their lives,' Graham points out. 'That’s never going away.'

Building an Empire, One Bold Move at a Time

Graham’s latest teaser? A 'fifth baby'—a project in an entirely new sector, due later this year. 'I feel it’s going to be incredibly disruptive and true to me as a mom and a lady in fashion,' she says. The woman who once dreamed of a vineyard called 'Full-Bodied Wine' is now a legitimate player in beverage, fashion, and body politics. And she’s doing it all while navigating date nights at the pet store with her oldest son and raising twins in a New Jersey treehouse.

Her secret? A refusal to be boxed in. From the runway to the wine bottle, Ashley Graham is proving that the most powerful move a supermodel can make is to keep reinventing herself—on her own terms.

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