House of Deréon is a prêt-à-porter fashion line introduced by
singer Beyoncé Knowles and her mother/stylist Tina Knowles. 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.
Expanding the brand, Jay Z and her sister Solange Knowles launched
the junior line Deréon that is geared towards younger consumers and
is more reasonably priced. 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. It is reported that Beyoncé has an active
role in the House of Deréon's design department, approving and
discussing fashion designs and ideas.
House of Deréon was announced to the media in September 2004, by
Tina and Beyoncé Knowles. 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. Part of what called
attention to Destiny's Child, besides their obvious talent, was
their one-of-a-kind fashions. Their style set them apart, yet gave
the group cohesion as a similar style, color or garment was worn by
all the members.
The fashion line was first introduced on The Oprah Winfrey Show, and
was also featured on The Tyra Banks Show. The clothing mixes hip-hop
influences, such as its use of denim, with ultrafeminine flourishes
like embroidery and ruffles. In an interview with Ebony magazine
Beyoncé said "I love the clothes from the '70s, my mother's clothes.
I love clothes from the '40s, my grandmother's style, so elegant. We
wanted to take elements from my grandmother's legacy--the beaded
lace, lush colors, fine fabrics--and mix them with clothes from my
mother's generation and my generation."
Often featured, such as on the back pockets of jeans, is the fleur
de lis a three- branched symbol representing the iris flower and its
historic linkage to the French monarchy. It also recalls the French
history of Louisiana and the designers' heritage from that state.
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.
