Grammy award-winning singer, actress and according to People magazine, one of America’s most beautiful people, Beyonce Knowles now has a new venture to add to her long list of accomplishments. After two years of preparation and designing, Beyonce and her mother, Tina Knowles, are ready to unveil their highly anticipated clothing line, the House of Dereon.
The name Dereon stems from Beyonce’s grandmother’s maiden name and represents three generations of style: Beyonce’s grandmother’s 40’s inspired style, Tina’s 70’s inspired style, and Beyonce’s take on current style.
In a recent appearance on the Oprah Winfrey Show, Beyonce admitted that she wanted to create an affordable line that had the look and feel of expensive couture. Also during the show, the audience was introduced to several items from the House of Dereon.
Some of these items included metallic linen pants, vintage inspired blouses, denim jeans, and elegant evening gowns. These items provided only a glimpse of what is set to hit stores in the spring. Some of the other items will include short-alls, cashmere jeans, lace-baby doll dresses, and a variety of shoes.
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While the prices of the House of Dereon’s items are not cheap, however many of the items are affordable. For instance, jeans will run about $150 and blouses will range from $100-$150. A lace baby doll dress will run close to $200.
“Its affordable couture,”Beyonce’ told Women’s Wear Daily. Tina, who is the creative force behind the House of Dereon, has been designing for Destiny’s Child since the beginning of the group’s career. Destiny’s Child manager and Tina’s husband, Matthew Knowles, witnessed first-hand his wife’s love for fashion.
”Her approach to styling Destiny’s Child was different. When everyone wanted her top put the girls in khakis or fatigue boots, she was doing glamour. Tina single-handedly changed the scope and the look of fashion in the music industry with the look of Destiny’s Child. She has a vision and she can articulate it,”Knowles told Women’s Wear Daily.
With a passion for designing that dates back to her early childhood in Louisiana, Tina hopes to bring her vision to consumers through the House of Dereon, and while Beyonce doesn’t have a history of designing, she admitted to Women’s Wear Daily that she knows exactly how clothes need to be fixed.
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“I know if the straps are too wide or the bows are too big. Those details mean so much.”
Described by Beyonce as clothes for a woman who is fun, classy, and want to be on top of fashion, the House of Dereon’s core demographic’s age ranges from 18-35. While most items are set to hit stores in 2006, denim jeans should be available in most Federated stores (Macy’s, Dillard’s) later this month.
Source: Women’s Wear Daily
