NEW YORK — Beyoncé Knowles’ House of Deréon sportswear label isn’t in stores yet, but she has already lined up an outerwear licensee, G-III Apparel Group.
Knowles isn’t the type to sit back and take in the scenery, as anyone who saw her sing three songs at the Oscars can attest. That persona is fine with G-III, a brand better known for lower-wattage licensed labels like Cole-Haan and Nine West outerwear.
“Beyoncé has a kind of elegance, confidence and position in the fashion arena that is unparalleled,’’ said Jeanette Nostra, G-III’s president. “Women really aspire to look like her and be like her.”
G-III was barraged with phone calls from retailers Thursday, shortly after news spread that the House of Deréon label of Knowles and her mother Tina landed an outerwear deal. A capsule collection of 12 to 18 coats and jackets in a variety of fabrics will be ready for holiday in specialty and department stores. Wool, woven, leather and active styles will be offered initially, Nostra said. Pricing has not been set.
The Grammy Award-winning entertainer said in a statement, “We want to launch an extraordinary outerwear collection for the holiday season…the perfect coat to complement our fashion line.”
This marks the budding collection’s second licensing deal. In January, the Knowles duo announced they had signed an agreement with Tarrant Apparel Group, a leading Los Angeles-based private label manufacturer, to produce a young contemporary sportswear collection. Last month they scoured the New York runways during fashion week.
Beyond Productions LLC, the company the mother-daughter team founded last year with Jason and Arthur Rabin and Cory Silverstein of Wear Me Apparel-Kids Headquarters here, is handling the House of Deréon’s licensing and brand management.
Instead of resting on their label’s star power, mother and daughter are taking their business seriously. When the outerwear deal was announced, the elder Knowles was in Paris with co-creative director Heather Thomson Schindler shopping for trends.
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