Beyonce launches junior apparel label, names it Sasha Fierce

Beyonce at Heathrow Airport in London on June 10th. Images thanks to INF Photo.

In the wake of the news that Jennifer Lopez is halting one of her junior clothing lines due to the economy, you'd think it'd be a bad time for another multitasking songstress to be branching out into that very same arena. But that's exactly what Beyonce and mom Tina Knowles are doing with their new Sasha Fierce' line for their label Dereon. Dereon already has a junior's line - so how's this one going to be different? Well according to them, it's inspired by Beyonce's Sasha Fierce character' - who apparently is such a diva that she demands her own line.

Beyonce and Tina Knowles are looking to capitalize more on Sasha Fierce. Utilizing the name of the singer's alter ego and third solo album, I Am...Sasha Fierce,' the mother and daughter design team plans to launch a new junior apparel label, Sasha Fierce for Dereon, for back-to-school selling. The collection, which is inspired by Beyonce's stage presence (she is on a world tour through November), includes a full range of sportswear, outerwear, handbags, footwear, eyewear, lingerie and jewelry. Positioned to sit alongside the company's Dereon junior label, which is similarly priced, the line has so far been picked up by department stores including Macy's and Dillard's and specialty stores Jimmy Jazz and Against All Odds.

The collection, Tina said, is edgier and trendier and reflects Sasha Fierce's daring and outgoing attitude.' The jewelry, shoes and eyewear, she added, 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.

Beyonce, who said in a statement the line really exudes a different side of my personality, which I am grateful that I can express,' had a lot of say in the creation of the collection, Tina said... 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.'

[From Women's Wear Daily]

I don't know how different the look really is - at least based on the photos - but it's definitely not bad. I am prematurely old and tend to dislike the urban style most juniors wear these days. But I like what Tina said about the clothes being more subdued in order to make the accessories look better. Most of the time when I pay attention to what people are wearing in New York, it's like every single part of their ensemble is competing against the rest. It's always too much, too chaotic, too many patterns, too much jewelry, etc. There is a way to wear the style that's actually complementary, and though it's certainly nothing I could ever pull off, the pictures show outfits that look good.

I know we're never supposed to say anything good about Tina Knowles - especially her design' work. But I think this line might actually really work - provided you're in the 18-and-under demographic.