Beyoncé’s white cowboy hat at the Christmas break show was designed by Latina sisters Alejandra Georgevich and Ilsse Nevarez for their brand ASN.

Beyoncé dazzled her hometown audience during the halftime show at the Houston Texans vs. Baltimore Ravens Christmas game, delivering an electrifying performance with her signature style and grace. While debuting live renditions of tracks from her “Cowboy Carter” project, one detail stole the spotlight alongside her powerful vocals and stunning choreography: a custom white cowboy hat. This chic accessory was more than just a fashion statement—it was a masterpiece crafted by two Latina sisters whose story is as inspiring as their designs.

The hat was designed by ASN, a luxury brand founded by Texan sisters Alejandra Georgevich and Ilsse Nevarez. What began as a shared passion for hats evolved into a high-end fashion label blending leisure, luxury, and cultural heritage. Growing up in Texas, Alejandra and Ilsse deeply appreciated hats as timeless accessories with cultural and stylistic significance. This mutual love inspired them to launch ASN, a Los Angeles-based brand renowned for its exquisite craftsmanship and modern sophistication.

As Beyoncé celebrated her Texan roots during her Christmas Day football performance, the Mexican-American sisters behind ASN beamed with pride, watching their creation shine on one of the world’s biggest stages.

ASN: From Passion to Reality

The sisters’ journey began in 2018 when Alejandra and Ilsse transformed their passion for hats into a reality by founding ASN. Rooted in their Monterrey heritage, their designs incorporate a Western flair that caught the attention of Beyoncé’s team earlier this year—and the rest is history.

Alejandra personally designed the now-iconic hat Beyoncé wore during the game, a moment captured and shared on social media. Watching the performance on her TV, Alejandra was stunned to see the Grammy-winning artist sporting her creation. “It was surreal,” Alejandra shared.

Although Beyoncé’s custom hat isn’t available for purchase, ASN offers a similar design inspired by the one the star wore, available on their website, ASNHats.com.

Every ASN hat is a labor of love, meticulously handcrafted using sustainable materials like 100% virgin wool that is cruelty-free. The wool is carefully cleaned, degreased, and dyed by hand to achieve a flawless finish that enhances each design. For their straw hats, the process can take up to 15 days of intricate craftsmanship, reflecting the brand’s dedication to quality and artistry.

ASN hats go beyond fashion—they are statements of individuality and heritage, embodying the stories and passions of their wearers. “Our hats are rooted in celebrating our Mexican roots,” Alejandra told HOLA! USA. “The Cordobés hat was our first design in 2016, inspired by our Spanish heritage and the signature accessory of our grandparents.”

A Shared Love for Western Fashion

Alejandra and Ilsse’s designs have evolved with modern trends while honoring their Texan upbringing. “Growing up in Laredo, Texas, my sister and I always loved cowboy hats,” Alejandra explained. “This passion led to the creation of our Dolly hat, which became the foundation for many of our Western designs.”

Seeing Beyoncé embrace their creation was a dream come true for the sisters. “Earlier this year, Beyoncé’s team reached out to us for her country album launch,” Alejandra revealed. “Her embrace of Western fashion has been incredibly inspiring. My sister and I grew up listening to her music and admiring her artistry. The way she integrates her heritage into her work 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.”

ASN continues to celebrate its roots while crafting timeless pieces that inspire individuality and honor heritage. For Alejandra and Ilsse, Beyoncé’s moment in their hat is just the beginning of a journey that blends fashion, tradition, and innovation.