effFriday: eyeSpy Something effFierce!

Sasha Fierce that is. My Auntie Beyoncé and mama Tina are expanding their House of Dereon clothing line to include a new collection of junior apparel label, Sasha Fierce for Dereon, Women’s Wear Daily reported on Wednesday, July 1st.

The collection is inspired by Beyoncé’s stage alter ego and includes a full range of sportswear, outerwear, handbags, footwear, eyewear, lingerie and jewelry. Tina Knowles says the collection 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 Beyoncé 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.” Beyoncé says that “the line really exudes a different side of my personality, which I am grateful that I can express.” Bey also had a lot of say in the creation of the collection, Tina said. Mama Tina adds that “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...It makes the jeans look really different from what’s out there.”

Philip Davis, president of Deréon’s parent company, Beyond Productions LLC, declined to give first-year sales expectations for the label, but the collection wholesales from $25 to $75. Want your Sasha Fierce look? The line has been picked up by Macy’s, Dillard’s, Jimmy Jazz and Against All Odds or you can purchase apparel online at http://shop.dereon.com/.

Happy Shopping!

l o v e . l i v e . i n s p i r e . = e l l e . e l l e . e y e .