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Beyoncé Favours Emerging Playful and Refreshing Everyday Lebanese Brand

Queen Bey took Instagram by storm in a vibrant head-to-toe look by a new Lebanese brand to know.

Beyoncé is well known for championing up-and-coming labels, and this time it’s emerging Lebanese ready-to-wear label Jeux de Mains she has put right in the spotlight. Since Queen Bey is considered one of today’s top fashion icons, Salim Cherfane, the Founder of the Beirut-based brand, is obviously thrilled to be the latest to get an endorsement from the international superstar.

"Seeing Queen B wearing my clothes means the world to me," he told Arab News. "It makes the world feel smaller, especially since I have a young, start-up brand.”


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As the 38-year-old multi-Grammy winning artist is never one to shy away from bold prints, it isn’t a surprise she turned to the label that’s garnering attention with its genderless, vibrantly coloured pieces. Beyoncé, who has 135 million followers on Instagram, recently posted three sizzling snaps on the social media platform wearing a multi-hued pantsuit with a mix of Pucci and Matisse inspired prints from Jeux de Mains. The ensemble that takes colour blocking to the next level features a palette of blue, white, pink and a deep burgundy. One the label’s key designs from their spring/summer 2019 collection, the outfit’s oversized blazer is single-button, while the trousers are tailored. The mother-of-three even rocked accessories from the brand, opting for a pair of white shoes and multi-coloured gloves. 

Vogue’s approval of her outfit choice is proof that Beyoncé, who looked gorgeous with her signature long blonde cascading down over her shoulders, still has her finger firmly on the fashion pulse. “@beyonce and stylist @zerinaakers are always in search of the next great trend—and this time, they may have found it," the fashion reference commented while reposting one of her snaps. 

The songstress and her long-time stylist Zerina Akers have a well-documented track record of supporting designers from the region. Okhtein, Jean Louis Sabaji, Yousef Aljasmi, L’Afshar, Nicolas Jebran and Bouguessa are some of the labels they have backed.

About Jeux de Mains
Salim Cherfane, the Founder of Jeux de Mains, entered the fashion world after studying Graphic Design and Art Direction at Lebanon's L’Academie Libanaise des Beaux Arts. The Beirut-born and raised designer started making a name for himself after joining  the non-profit Starch Foundation, which was established by Rabih Kayrouz and Talla Hajar to support emerging Lebanese talent, in 2018.

The label that’s named after a children’s clapping game has become recognised for its vibrant colours, bold graphics and clean silhouettes, and when it comes to accessories, gloves are an integral part of each collection.  The unisex creations reflect the designer’s love of cut, paste and collage and are made with the aim of bringing out that inner child and making everyone smile.

 “All I want to do is play. That’s my catch phrase,” the creative said in an interview with Jdeed Magazine. In the same interview, he underscored his interest in experimenting with textile design and patterns and described the brand as adaptable. “This way each year I can play with the themes. This year it is fashion, next year who knows,” he added. 

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