House of Dereon, A Line For The Women

One of the most popular brands of lady's clothing line today is a brand founded by Beyonce Knowles herself, the House of dereon . The House of Dereon is a prêt-à-porter fashion line made especially for the women. The style and concept is inspired by three generations of women in their family, with the name "Deréon" paying tribute to Beyoncé's grandmother, Agnèz Deréon.

House of Deréon was announced to the media in September 2004, by Tina and Beyoncé Knowles. House of Dereon's tagline is "Couture.Kick.Soul" which represents the three generation of women. Agnez Dereon is the "soul," Tina Knowles is the "couture," and Beyonce is the "kick."

The first of House of dereon clothing lines was first spotted on Destiny's Child's music videos. While Beyoncé was performing in the group Destiny's Child, her mother Tina would design and sew their outfits, especially when the group was first starting out and did not have much money or access to designer clothing. It is said that aside from the group's obvious talents is their style which set them apart, yet gave the group cohesion as a similar style, color or garment was worn by all the members.

Additionally in the line's design are styles that allude to Agnèz Deréon's era, such as retro pencil skirts. It is reported that Beyoncé has an active role in the House of Deréon's design department, approving and discussing fashion designs and ideas.

As for the line's latest venture, Beyonce and her mom have designed a collection of vintage-inspired dresses that will be available at Bloomingdale's. The line is based on the 50's-style dresses that Beyonce wore for her role as Etta James in the film Cadillac Records.

Expanding the brand, Beyonce and her sister Solange Knowles launched the junior line Deréon that is geared towards younger consumers and is more reasonably priced. dereon was introduced in 2006.

The tag line for Deréon is "Where the sidewalk and catwalk meet". This line includes more casualwear, such as sweatpants and embroidered hooded sweatshirts. Both women are models for both clothing lines and are featured on most marketing campaigns. In 2007, members of Beyoncé's touring band, Suga Mama appeared in print ads.