Beyonce and Her Mom Launch Apparel Label

Based off of Beyonce's alter ego, "Sasha Fierce," the mother and daughter design team has launched a new junior apparel label, "Sasha Fierce for Dereon. It is going to be for back to school selling. According to reports the collection was inspired by Beyonce's stage presence and includes sportswear, outerwear, handbags, footwear, eyewear, lingerie and jewelry. So far, the line has been picked up at department stores that include Macy's and Dillard's as well as retail stores Jimmy Jazz and Against All Odds. Tina Knowles, Beyonce's mother, stated that the collection is "edgier and trendier and reflects Sasha Fierce's daring and outgoing attitude." In regards to the jewelry, shoes, and eyewear she said they "are really over the top with large chains made in mixed metals such as silver with gold, heavily studded shoes and oversize sunglasses."

"The line really exudes a different side of my personality, which I am grateful that I can express," Beyonce told reports.