Beyoncé 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 Deréon, for back-to-school selling.

The collection, which is inspired by Beyoncé’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 Deréon 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 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.”

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Source: WWD