The American pop star Beyoncé Knowles arrived unannounced at a London Topshop yesterday to buy leggings from the Icelandic E-Label brand.
E-Label has only been available at Topshop for a few weeks, so the Icelandic designers and Topshop workers were equally surprised to see the Destiny’s Child star. Shop workers offered to close the store for Beyoncé and her bodyguards, but she declined the offer.
Former band mate Michelle Williams has also been a high profile E-Label customer, with at least six items purchased from the brand. Michelle Williams has often been in the spotlight for her taste in clothes and was voted the best dressed woman of 2009 by the readers of People Magazine.
E-Label designers Asta Kristjansdottir, Heba Hallgrimsdottir and Asgrimur Mar Fridriksson modified Williams’s clothes personally so that she can wear them in concert.
That a small Icelandic fashion label had been picked up by Topshop in London had already made Kristjansdottir and colleagues extremely proud. But for Beyoncé to personally come and purchase their leggings within just a few weeks: “We were of course very pleased; but also extremely honoured on behalf of the label,” Kristjansdottir told Frettabladid.
Is E-Label available in Australia? I am interested to see the range and what style the designer has focused on.
Hi Van, I checked on the E-Label website, they do ship to Australia for a standard delivery charge of £12. As far as I can tell, though, they do not have any stores in Australia. You would need to order from their website.
MB
Wow…, Beyoncé, I love you! Irreplaceable, Deja Vu, Suga Mama, …
Beyonce is awesome, and so cool that she tries to live normal – not take benefit of lal this special arangements for celebrities. Icelandic stores need all the financial help they can get after money breakdown recently – so good to see some positive news regarding icelandic products and services :
I think E-label is looking at setting up a store in Australia. It would certainly be a good addition to the current sydney designers.
E-label definately should get their products more visible in Norway as well! Really could be a great market – as we norwegians are shop’o'holics :)