5.22.2006
What Not To Wear
(pictures via Oh No They Didn't)
Now I can't say for certain that Rihanna's outfit is from the HOD but it does look like some shit Mama Tina would lay out for Beyonce. I'm thinking this lovely ensemble is from the upcoming junior's line. I bullshit you not.
The collection is expected to have wholesale sales of $30 million in its first year, sources said. Check Group LLC, an apparel manufacturing company here that also produces the House of Dereon contemporary collection, will manufacture and distribute the junior line to select specialty stores nationwide, among them Dr. Jay's, Monies and Man Alive, beginning in September.
"We're playing off the success of House of Dereon," said Victor Azrak, owner of Check Group. "This girl loves the look of Beyonce, but doesn't want to spend the money for the look."
The ads for Dereon, set in a recording studio, are slated to hit billboards, radio, the Internet and Vibe, Teen Vogue and CosmoGirl in September. Rosen said the idea to use Knowles Smith in the campaign for the junior line was in sync with the vision of the brand."Solange really represents that young consumer who is all about her own tastes. She really speaks to that empowered young lady," Rosen said. (source)
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