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Plane‐stress and shell macromodels are often preferred to analyze masonry structures because of their numerical efficiency. However, they often misestimate the hysteretic behavior of the structures. Additionally, due to the nature of smeared cracks, the cracks may be diffused. This article proposes a new orthotropic model, which focuses on the cyclic, nonlinear behavior of brick masonry structures. The model adopts a total‐strain based rotating crack approach. It describes tensile and compressive failure in the rotating principal directions, while including indirectly shear failure through an internal iterative algorithm. Two distinctions are made regarding the tensile postpeak and unloading/reloading behavior based on the crack orientation at crack initiation: a steep softening branch and secant unloading are adopted when the crack angle corresponds to in‐plane flexural failure, and a softening branch and bilinear unloading are adopted when the crack angle corresponds to diagonal shear failure. Bilinear unloading/reloading is adopted in compression, resulting in a cyclic behavior resembling shear. The constitutive model was implemented in a finite element software and validated against experimental results. The numerical simulations reproduced well the experimental outcomes in terms of envelope load‐displacement curve and hysteretic behavior, while simultaneously they resulted in localized damage, representative of the experimental crack patterns. [ABSTRACT FROM AUTHOR]