“With a Sixties-pinup-girl meets-futuristic-biker-chick theme, Beyoncé and I really wanted to give our Deréon fall 2010 campaign a tough edginess,” said Tina Knowles, Deréon’s founder, creative director and designer. “We decided to invite Temptu to help us create custom body art for her to model with our fashions. The resulting images were so strong that we realized consumers might want to re-create the tattoos themselves.”
The tattoos will be available on November 1 (you can get on the wait list by going here), and will come in deluxe or basic packages. Designs will include Dereon’s signature fleur icon, rocker bolts and chains, jewel baubles and spider designs. They will be waterproof, and will last 2-4 days.
The basic kits contain eight temporary tattoo transfer sheets with two each of the four designs; 10 tattoo application pads and one of three kit designs, each featuring a different image of Beyoncé, shot for the fall/winter Deréon ad campaign. The deluxe edition includes everything in the basic kit, as well as a signed photo of Beyoncé and a chance to win a trip to New York for a photo shoot.
The basic kits retail for $16 and will be available at Sephora stores in the U.S. and Canada, sephora.com, temptu.com and dereon.com. The deluxe edition, $34 and limited to 500 pieces, will be available only on temptu.com and dereon.com. A waiting list is being taken at dereon.temptu.com. Industry sources estimate the line could do upward of $200,000 at wholesale.