DUBAI: For emerging fashion labels, few celebrity endorsements are as impactful as a co-sign from global superstar Beyonce. Just ask Salim Cherfane, the Beirut-born founder of ready-to-wear label Jeux de Mains.
Pieces from the brand, which takes its name from a French proverb, were recently sported by the multi-Grammy winning artist. "Seeing Queen B wearing my clothes means the world to me," shares the designer with Arab News. "It makes the world feel smaller— Especially since I have a young, start-up brand," he added.
The 38-year-old mother of three shared three snaps on her Instagram on Tuesday that showed her wearing a colorful, oversized pantsuit. The slouchy ensemble featured tailored trousers and a single-button jacket. She elevated the look with a pair of white shoes and multi-colored gloves also from the Lebanese label.
Cherfane made his foray into fashion after studying graphic design and art direction at L’Academie Libanaise des Beaux Arts. The Beirut-born creative joined the non-profit organization Starch Foundation— which was founded by Rabih Kayrouz and Talla Hajar to support emerging Lebanese talent— in 2018.
In an interview with Jdeed Magazine, the designer explained: “When I applied to Starch I wanted to create something that had to do with fashion but didn’t know what. They helped me direct my thoughts into a brand. That’s how Jeux De Mains came to life. The brand is versatile, this way each year I can play with the themes. This year it is fashion, next year who knows.”
Meanwhile, Beyonce, alongside her longtime stylist Zerina Akers, has a well-documented track record of supporting both up-and-coming and established Arab designers, spanning from Tunisia to Kuwait and beyond.
The singer has worn creations by Egyptian accessories label Okhtein, Tunisian turban milliner Donia Allegue, Lebanese label Jean Louis Sabaji and Kuwaiti couturier Yousef Al-Jasmi, to name but a few. She’s also been pictured wearing Dubai-based labels L’Afshar and Bouguessa.