Ashley Graham on the humbling reality of fundraising for her wine brand

Since making history as the first plus-size model on the cover of the Sports Illustrated Swimsuit Issue in 2016, Graham has aggressively diversified her portfolio into skincare, baby care, and fashion. Her latest venture, a sparkling Italian Lambrusco wine brand called Lucci, represents a shift in her professional trajectory. Unlike past collaborations where she served as a face or ambassador, launching Lucci required her to solicit outside capital for the first time, exposing her to the often ruthless nature of investment negotiations.

Graham now balances a growing business empire with raising three children, often aligning her investments with her personal life. She has backed companies like the infant-formula firm Bobbie and the period-care brand Rif Care, favoring ventures that resonate with her current experiences. This intentionality extends to her modeling career; before walking the Victoria’s Secret runway in 2024, she challenged the brand on its size inclusivity plans, refusing to participate as a token. As she prepares to launch a new home-focused company next summer, Graham continues to refine her approach, prioritizing trusted teams and a clear strategy over mere visibility.