Having cracked the streetwear market with his clothing brand Rocawear, Hip Hop mogul Jay-Z has decided to branch into the premium fashion market with a...

Having cracked the streetwear market with his clothing brand Rocawear, Hip Hop mogul Jay-Z has decided to branch into the premium fashion market with a new womenswear line called Bella Roc.

The limited edition range will be targeted to women aged 25-45, and launched as a premiuim brand, with prices to match. Starting wholesale at $125 and going up to $4,000, expect garments to have expensive embellishments like crystals and metallic gold stitching on jeans.

A man who seems to understand his audience, through Bella Roc Jay-Z is sure to appeal to the older hip-hop generation  who have grown up alongside him and are looking for more age and status-appropriate clothing. No word yet on when the line will launch, nor any mention of whether he’ll start producing a similar menswear line offering the kind of dapper suits he so often sports.

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