,type=downsize)
Beyoncé dazzled her hometown crowd during the Christmas-themed halftime show at the Houston Texans and Baltimore Ravens game, delivering an electrifying performance with her signature style and grace. As she performed her first-ever live renditions of tracks from her “Cowboy Carter” project, one detail stole the spotlight alongside her powerful vocals and dazzling choreography: her custom white cowboy hat. This elegant piece was more than just a fashion statement—it was a masterpiece created by two Latina sisters whose story is as inspiring as their designs.
The hat was designed by ASN, a brand founded by Texan sisters Alejandra Georgevich and Ilsse Nevarez. What began as a shared passion for hats became a premier fashion label combining leisure, luxury, and cultural heritage. Growing up in Texas, Alejandra and Ilsse developed a deep appreciation for hats as timeless accessories that hold cultural and stylistic significance. Their mutual love for this iconic accessory inspired them to create ASN, a Los Angeles-based brand known for its exquisite craftsmanship and modern sophistication.
© Getty ImagesA Fusion of Tradition and Innovation
ASN’s aesthetic draws from the vibrant and eclectic LA streetwear scene while remaining rooted in classic elegance. Alejandra’s creative skills infuse their designs with fresh, contemporary energy, while Ilsse’s business expertise ensures their creations resonate with a global audience. Together, they’ve built a brand that bridges tradition and innovation, offering versatile and iconic pieces.
Crafting an ASN hat is a labor of love
Each piece is meticulously made using sustainable materials such as cruelty-free, 100% virgin wool. The wool is cleaned, scoured, and dyed by hand, ensuring a flawless finish that elevates every design. Other designs, like those featuring straw, require up to 15 days of intricate craftsmanship, reflecting the brand’s dedication to quality and artistry.
Every hat ASN creates shows its commitment to sustainability and timeless elegance. Its philosophy goes beyond fashion: Hats are statements of individuality and heritage, reflecting the stories and passions of those who wear them. "The hat was a labor of love that began with a vision to celebrate our Mexican roots. My designs are deeply inspired by our Mexican roots and Spanish heritage, with the Cordobes hat being our first creation back in 2016," Alejandra told HOLA! USA. "This design pays homage to our grandparents, who wore hats as their signature accessory."
"From there, each design evolved through the transcendence of fashion trends, leading us to embrace Western fashion and draw from our Texan background. Growing up in Laredo, Texas, my sister and I always loved cowboy hats," the designer added. "This passion led to the creation of our Dolly hat, which became the foundation for many of our Western hat designs."
© Getty ImagesA Dream Realized
For Alejandra and Ilsse, seeing Beyoncé wear their custom hat was a dream come true. "Earlier this year, Beyoncé's team reached out to us for her country album release," Alejandra explained. "Seeing her embrace Western fashion has been a profound inspiration. My sister and I grew up listening to her music, and we’ve always admired her artistic trajectory. How she draws from her heritage and integrates it into her art inspired the designs we created for her. This collaboration has been an incredible opportunity to bring our shared love of culture and creativity to life."
In a heartfelt Instagram post, the sisters expressed their gratitude and disbelief at the milestone moment: “As a small business, this is the most iconic thing that’s happened to us 🥹 seeing my creation everywhere worn by @beyonce is truly a dream come true ✨🎄 Merry Christmas.”
© Getty ImagesThey added, “God only knows how much this moment means to us 🤍 As two Texan sisters who grew up admiring Beyoncé, creating this custom hat for her and seeing her wear it like a crown has been nothing short of surreal. Dreams really do come true, y’all! Thank you for sharing this journey with us. 🐝”
This moment isn’t just a win for ASN—it’s a celebration of the creativity and resilience of small businesses and living proof of the power of following your dreams. For Beyoncé, who has consistently championed individuality and artistry, wearing ASN’s creation was a way to uplift and showcase the brilliance of Latina designers.
