Beyonce launches Sasha Fierce fashion line
Beyonce and her mom Tina Knowles are launching a new junior apparel label, Sasha Fierce for Deréon, reports WWD.
The name is a combination of House of Deréon (Beyonce and Tina’s ready-to-wear fashion line) and Beyonce’s alter ego (and third solo album, I Am…Sasha Fierce).
Sasha Fierce for Deréon will include sportswear, outerwear, handbags, footwear, eyewear, lingerie and jewelry.
“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.”
“We have had tremendous success with our graphic T-shirt business based on the lyrics from Beyoncé’s new CD,” said Philip Davis, president of Deréon’s parent company, Beyond Productions LLC. “We believe the Sasha Fierce collection will enjoy the same success at retail and coincide with the success of Beyoncé’s world tour.”
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