Magnesium sheet metal alloys have a hexagonal close packed (hcp) crystal structure that leads to severe evolving anisotropy and tension-compression asymmetry as a result of the activation of different deformation mechanisms (slip and twinning) that are extremely challenging to model numerically. The low density of magnesium alloys and their high specific strength relative to steel and aluminum alloys make them promising candidates for automotive light-weighting but standard phenomenological plasticity models cannot adequately capture the complex plastic response of these materials. In this study, the constitutive plastic behavior of a rare-earth magnesium alloy sheet, ZEK100 (O-temper), was considered at room temperature, under quasi-static conditions. The CPB06 yield criterion for hcp materials was employed along with a non-associative flow rule in which the yield function and plastic potential were calibrated for a range of plastic deformation levels to account for evolving anisotropy under proportional loading. The non-associative flow rule has not previously been applied to magnesium alloys which require the use of flexible constitutive models to capture the severe anisotropy and its evolution with plastic deformation. The non-associative flow rule can provide the required flexibility by decoupling the yield function and plastic potential. For the associative flow rule, such flexibility can only be achieved by multiple linear transformations of the stress tensor resulting in expensive models for calibration and simulations. The constitutive model was implemented as a user material subroutine (UMAT) within the commercial finite element software, LS-DYNA, for general 3-D stress states along with an interpolation technique to consider the evolution of anisotropy based upon the plastic work. To evaluate the accuracy of the implemented model, predictions of a single-element model were compared with the experimental results in terms of flow stresses and plastic flow directions under various proportional loading conditions and along different test directions. Finally, to assess the predictive capabilities of the model, full-scale simulations of coupon-level formability experiments were performed and compared with experimental results in terms of far-field load-displacement and local strain paths. Using these experiments, the constitutive model was evaluated across the full range of representative stress states for sheet metal forming operations. It was shown that the predictions of the model were in very good agreement with experimental data.