House of Deréon

Launch

The House of Deréon was introduced on The Oprah Winfrey Show in 2005, and was also featured on The Tyra Banks Show. The clothing mixed hip-hop influences, such as its use of denim, with ultra-feminine 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."[2]

The symbol for House of Deréon was often featured on the back pockets of jeans. Additionally included in the line's design were styles that alluded to Agnéz Deréon's era, such as retro pencil skirts. In 2005, it was reported that Beyoncé had an active role in the House of Deréon's design department, approving and discussing fashion designs and ideas.[3] The brand's junior line, Deréon, was introduced in 2006, with the tag line, "Where the sidewalk and catwalk meet". The Deréon line included casualwear, such as sweatpants and embroidered hooded sweatshirts. In 2008, Tina Knowles designed a House of Deréon collection of vintage-inspired dresses that were made available at Bloomingdale's. The collection was based on the 1950s-style dresses that Beyoncé wore for her role as