Big-name designers were clamoring to dress Beyonce for the Super Bowl.
But instead of going with a famous label like Madonna did last year with Givenchy, Beyonce worked with Rubin Singer, an obscure designer she's known for years.
Singer designed the outfits of nearly everyone on stage, including former Destiny's Child members Kelly Rowland, Michelle Williams and 120 back-up dancers.
He told the New York Times he was asked to make a pitch for the Super Bowl back in November.
Singer, the 34-year-old son of Russian immigrants, has worked with Beyonce for about six years. His label is currently at Neiman Marcus and about 15 specialty stores.
He told the Times that the Super Bowl could change his career forever.
“Everyone’s expecting Beyoncé to go with a major designer,” he said. “She knows it’s a game-changer — no pun intended.” He laughed. “My business could have legs from this.”
We can also expect the courteous Beyonce to return the outfits to Singer dry-cleaned.
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