Amber Valletta over fast fashion fad

The stunning 40-year-old model has spent many years posing for esteemed designers in front of the camera and on the runway.

Now she's taking a step into behind-the-scenes territory by launching Muse & Master, an online store for sustainably made fashion. Her aim is to introduce people to lasting pieces that are produced through mindful manufacturing.

"We’re not buying timeless or heirloom pieces anymore,” she sighed to editorialist.com. “We’re just buying stuff - and with no thought. We think that cheap T-shirt is the answer because we got a good deal, but ultimately, there’s a price we’re going to pay somewhere along the way.”

The passion for this venture could well be in her blood. Amber's mother was an environmental activist, who she describes as always striving to "give back" to the community.

The fashion star was no longer happy to sit back and accept the way the industry was going.

“I grew up on my grandparents’ farm, so I knew about environmentalism even before it was a hot topic and I always had a strong connection to the world around me," she explained.

"I also saw that there was a disconnect in our industry between producing things not just responsibly to the environment, but also to people, and paying people fairly.

"So when I started to think about my next steps and building a brand, I decided that it needed to match my beliefs. So I began researching to see if there were any brands that were like-minded.”

And when it came to the name, Amber, who has been a muse for many designers, knew exactly where she was headed.

"To master anything, you have to be exceptional and work very hard, and the same for being a muse,” she reasoned. “A muse is not just [someone] who sits in the corner looking beautiful. A muse is actually an active, powerful word.”