(gold) A good thermal and electrical conductor, gold is generally alloyed to increase its strength, and it is used as an international monetary standard, in jewelry, for decoration, and as a plated coating on a wide variety of electrical and mechanical components. A gold standard. Money; riches. Something regarded as having great value or goodness: a heart of gold. A medal made of gold awarded to one placing first in a competition, as in the Olympics: won 9 golds in 13 events. A gold record.

USA— Be the buzz on the beach with this season’s hottest piece: House de Lux’s honey-gold bikini. Become golden statue status instantly when you slip on this itsy-bitsy gold beach beauty. This little number welcomes the rays of the golden gods and makes others pant from a metallic meltdown. Street-meets-sand in this two-piece that begs super sexy, funkadelic, badass style. Generous helpings of bare skin give this summer sizzler a gold star. Strike it rich. The gold rush of 2007 has arrived. House de Lux presents denim digs & ready to wear superfly fashions for every woman across the world. Enter the lair and meet the kitten they call ‘S.’ Heavily inspired by Roberto Cavalli, Fiorucci, and Patricia Field, House de Lux boasts funky fresh colors as sweet as candy. Hamady transforms the fashion houses from stereotypical dog and pony shows to fierce exhibitions in every color of the rainbow. House de Lux designs are built for decadence and demand attention through every detailed seam. Bold, daring and free of inhibitions, the Fall, 2007 collection celebrates liberation and commands the restless to be looked over rather than overlooked.

SHOWMANSHIP
Free your mind and your ass will follow. These are the iconic words of George Clinton, who rebelling against conformity set the world on fire with funkadelic, finger-licking motion. His music and politics led to a worldwide style revolution, sweeping up in the mayhem one pussycat in particular. Devoted to this liberation, designer S Hamady committed herself to the creation of House de Lux whose denim and ready-to-wear collections are inspired by a double-barreled philosophy that fashion is a home free of restrictions and self-doubt. Devotees of House de Lux include legendary designer Patricia Field, futuristic designer Jeremy Scott, ultimate diva Amanda Lepore, and songstress Ashanti, all who embrace the brand’s brash use of color and edgy, yet versatile vibe. Formally a New York City DJ, Hamady turns the tables and generates funk by way of fashion conjuring flashbulb popping fashions including distressed gold cat suits, animal print robes and booty huggin stretch jeans accompanied by detailed gold medallions embossed with the brands logo evoking Chinese New Year dragons. Welcome to the lair of House de Lux, where colorful creations celebrate our shared cultural heritage. For an exclusive media preview or to schedule an interview with House de Lux’s Designer S Hamady, we cordially invite you to contact Workhouse Publicity Publicist, Kara Hughett via email at kara@workhousepr.com.

HOUSE DE LUX
Begin with a toppy, tight hi-hat rhythm complimented by a superbly edgy wah-wah guitar, the sound of people talking real jive on the streets, and you’ve got a funky, gritty but danceable, soundtrack beat just right for the makings of a grand entrance. Too much sugar for ya or not enough? Travel down a funky street of fashion where groove flows freely and House de Lux shapes crazy cats and kittens with soulful style. The Fall, 2007 collection is filled with right on, butt shaking statement styles not designed for shrinking violets, but for those who crave attention. Get down with gold, glitter and eye-enticing looks adorned with House de Lux’s signature militaristic sacred flaming heart. Lady Miss Kier. Joe Namath. Grace Jones. Joe Frazier. Cher. James Brown. Bianca Jagger. Boosty Collins. Fashionable sisters and brothers, who each in their own way, defined an era through a message of super sexy, Funkadelic, Badaaass style. With House de Lux, enter the scene and step into the fashion ring. Put swagger back into your step and fall into a House de Lux show-stopping cat suit which explodes with 70s sensibility, but drips with 2007 flare. This kaleidoscopic collection roars with intrepid animal prints, blinding metallics, gold leather outerwear, and funked out blackwatch plaid. Pimp out in gold-trimmed leopard overcoats paired with a honeyed low-rise bikini. When things get sticky, rock your pockets with vivid flashback styles geared for super disco indulgence. House de Lux is here to drop electricity and deliver 21st century funk to a generation. Can you dig it?