A look from Sasha Fierce for Deréon, launching for back-to-school selling.

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.”

View Sasha Fierce collection and entire article at Women’s Wear Daily

Source: Image credit and WWD.com