Beyonce Knowles and her mother Tina Knowles release a new junior apparel label, named Sasha Fierce for Dereon, reports WWD.
The designers are looking to monetize more on Sasha Fierce.
Great time for back-to-school shopping!
Previous ready-to-wear fashion line House of Dereon by Beyonce and Tina plays one of the main roles in the new name of teen collection plus the name of latest music solo album I Am…Sasha Fierce.
Sasha Fierce for Dereon, is inspired by Beyonce’s stage alter ego and will consist of full range sports style outfits, outerwear, handbags, footwear, eyeglasses, underwear and accessories.
The new line will be sold by department stores including Macy’s and Dillard’s and specialty stores Jimmy Jazz and Against All Odds.
About the line, Tina said it is
edgier and trendier and reflects Sasha Fierce’s daring and outgoing attitude.”
About jewelry, shoes and eyewear, she added they
are really over the top” with large chains made in mixed metals such as silver with gold, heavily studded shoes and oversize sunglasses such as the ones Beyonce has been seen wearing on tour. The clothes are a little more subdued to make the accessories stand out — a one-shoulder dress, black bodysuit, fake leather jacket with oversize collar, leggings and destructed jeans with mesh and lace details lining the ripped material.
When the tour started, we noticed the definite style of it,” Tina explained. “Thierry Mugler designed the clothes for the tour, but we really wanted to celebrate the style and interpret that into a collection.”
Beyonce said
The line really exudes a different side of my personality, which I am grateful that I can express,”
She definitely tells me what she likes and what she doesn’t. It was her suggestion to line the rips of the jeans with the mesh and lace,” she said. “It makes the jeans look really different from what’s out there.”
The new range wholesales from $25 to $75.
Can’t wait to see how this line turns out- all the over the top jewelry, leather and ripped jeans seem edgy but chic!