Beyonce may be taking the whole alter-ego bit a little too far these days.The singer's reps have just announced a new junior apparel collection for her fashion line, House of Dereon will actually be named Sasha Fierce for Dereon, after her "other" personality. The line, designed by Beyonce and her mother Tina Knowles, was intended to channel the energy of the singer's current world tour, thus naming it after her saucy, self-created character who also shares the name of her third solo album as well, 'I Am…..Sasha Fierce.' “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
Unfortunately, that interpretation doesn't seem to translate stylistically to the real world. Many of the pieces revealed in the collection so far seem stale, and even channel a Kimora Lee Simmons aesthetic, which is disappointing to say the least (the gold threaded Dereon logo could easily say Babyphat). The line is marketed as a junior apparel collection, though the clothes, which Tina Knowles calls "subdued", include a one-shoulder dress, black bodysuit, fake leather jacket with
oversize collar, leggings and destructed jeans with mesh and lace
details—all items that could easily be passed off as trashy for a younger demographic. Perhaps Dereon's younger clientele can find their niche in the accessories line of the collection, labeled by Tina as, "really over the top." The jewelry, shoes and eyewear all include large chains made in mixed metals such as silver with gold,
heavily studded shoes and oversize sunglasses such as the ones Beyoncé
has been seen wearing on tour.
The questionable line has already been picked up by department stores including Macy’s and Dillard’s and specialty stores Jimmy Jazz and Against All Odds. It is set to debut in time for back to school shopping (black bodysuit for the first day of school?) Tina mentioned that though the collection, priced between $25 and $75, was initially intended to be sold until the world tour ended in November, they may consider keeping it stocked if it gets a popular response.“We believe the Sasha Fierce collection will enjoy the same success at
retail and coincide with the success of Beyoncé’s world tour.” Let's hope not. Beyonce should really just let her sassy style remain her own, instead of trying to market herself out to the masses. But then again, I guess you can't say alter ego, without 'ego', right?
Article and Photo Source: WWD
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