We might have heard of a very new ready-to-wear Lebanese label called Jeux de Mains, but the world hasn’t really, not until a few days ago when Beyoncé went shining in bold patterns and colors with the Lebanese brand, on her Instagram.
And nothing could be of more impact to new fashion brands than the endorsement of international celebrities; and even more though when it’s the global superstar Queen B.
It’s not the first time Beyoncé appeared to the public dressed by a Lebanese designer. But this time, it is an emerging designer who started his brand just last year with the support of the Starch Foundation for new talents.
One can only imagine his delighted surprise at seeing Beyoncé’s photos on Instagram donning his designs: colorful oversized pantsuit and single-button jacket, a pair of white shoes, and a pair of multi-colored gloves; all from Salim Cherfane’s label: Jeux de Mains.
And that’s what the label is all about: Colorful, vibrant, and playful. He describes his creations as collages of “bold colors, loud patterns, and clean cuts […] that are graphic and fun.”
Born and raised in Beirut where his brand is based, Salim Cherfane studied graphic design and art direction at the Lebanese Academy of Fine Arts (ALBA).
He worked as Art Director and Coordinator at Rana Salam STUDIO to then join in 2018 the Starch Foundation, an NGO founded by Rabih Kayrouz and Talla Hajar to support new Lebanese talents.
While he had a knack for fashion, it was at the Starch Foundation that Cherfane would come to find his real vocation and the needed guidance to materialize his ideas into a fashion 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,” Cherfane told Jdeed Magazine.
For a young startup label, as he calls it, Cherfan has just hit the juke-box. With Beyoncé wearing several of his creations in one shot and three Instagram photos now trending online, since last Tuesday, Jeux de Main has just gone global, at least on the internet.
And we know how it goes from here with the worldwide fashionista fans of Beyoncé whose Instagram counts over 135 Million followers.
Numerous prestigious Fashion magazines and online fashion blogs around the world are already talking about it, showing off these photos of Beyoncé wearing Salim Cherfane’s Jeux de Mains.