House of Deréon was a

ready-to-wear Ready-to-wear (RTW)also called ''prêt-à-porter'', or off-the-rack or off-the-peg in casual useis the term for garments sold in finished condition in standardized sizes, as distinct from made-to-measure or bespoke clothing tailored to a partic ...

fashion line introduced by singer and actress

Beyoncé Beyoncé Giselle Knowles-Carter ( ; born September 4, 1981) is an American singer, songwriter, actress, and businesswoman. With a career spanning over three decades, she has established herself as one of the most Cultural impact of Beyoncé, ...

and her mother and then-stylist

Tina Knowles Celestine Ann "Tina" Beyoncé Knowles (born January 4, 1954) is an American businesswoman, fashion designer, author, and philanthropist known for establishing the brands House of Deréon and Miss Tina by Tina Knowles. She is the mother of singe ...

. The style and concept was inspired by three generations of women in their family, with the name "Deréon" paying tribute to Beyoncé's maternal grandmother, Agnèz Deréon (mother of Tina Knowles). House of Deréon discontinued its junior line in 2012, and was unofficially discontinued in the following years.

History

Launch

The House of Deréon was introduced on ''

The Oprah Winfrey Show ''The Oprah Winfrey Show'' is an American first-run syndicated talk show that was hosted by Oprah Winfrey. The show ran for twenty-five seasons from September 8, 1986, to May 25, 2011, in which it broadcast 4,561 episodes. The show was taped i ...

'' in 2005, and was also featured on ''

The Tyra Banks Show ''The Tyra Banks Show'', also known as and shortened to ''Tyra'' or ''The Tyra Show'', is an American talk show hosted by Tyra Banks that aired from 2005 to 2010. While Banks's show covered a variety of topics, there was a sensationalized focus ...

''. 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 Ebony is a dense black/brown hardwood, coming from several species in the genus '' Diospyros'', which also includes the persimmon tree. A few ''Diospyros'' species, such as macassar and mun ebony, are dense enough to sink in water. Ebony is fin ...

'' 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." 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 Agnèz Deréon's era, such as retro

pencil skirt A pencil skirt is a slim-fitting skirt with a straight, narrow cut. Generally the hem falls to, or is just below, the knee and is tailored for a close fit. It is named for its shape: long and slim like a pencil. Style The pencil skirt may be worn ...

s. 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. 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 Bloomingdale's Inc. is an American luxury department store chain founded in 1861 by Joseph Bloomingdale and Lyman Bloomingdale. It was acquired by Federated Department Stores in 1930, which purchased the Macy's department store chain in 1994, ...

. The collection was based on the 1950s-style dresses that Beyoncé wore for her role as

Etta James Jamesetta Hawkins (January 25, 1938 – January 20, 2012), known professionally as Etta James, was an American singer and songwriter. Starting her career in 1954, James frequently performed in Nashville's R&B clubs, collectively known as the Ch ...

in the film ''

Cadillac Records ''Cadillac Records'' is a 2008 American biographical drama film written and directed by Darnell Martin. The film explores the musical era from the early 1940s to the late 1960s, chronicling the life of the influential Chicago-based record-compa ...

''.

Advertisement controversy

In May 2008, the fashion line released advertisements for its girls line called "The Deréon Girls Collection". The fashion line infuriated critics when the advertisement displayed seven-year-old girls in full makeup and high heels. A poll online on the

Washington Post ''The Washington Post'', locally known as ''The'' ''Post'' and, informally, ''WaPo'' or ''WP'', is an American daily newspaper published in Washington, D.C., the national capital. It is the most widely circulated newspaper in the Washington m ...

website stated that 62% of the readers believed the advertisements oversexualized young girls.

London launch

Following her appearance at

New York Fashion Week New York Fashion Week (NYFW), held in February and September of each year, is a semi-annual series of events in Manhattan typically spanning seven to nine days when international Fashion design, fashion collections are shown to buyers, the pres ...

, Beyoncé traveled to

London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...

England England is a Countries of the United Kingdom, country that is part of the United Kingdom. It is located on the island of Great Britain, of which it covers about 62%, and List of islands of England, more than 100 smaller adjacent islands. It ...

, to debut the House of Deréon Autumn/Winter "Global Nomad" collection at

Selfridges Selfridges, also known as Selfridges & Co., is a chain of upmarket department stores in the United Kingdom that is operated by Selfridges Retail Limited. It was founded by Harry Gordon Selfridge in 1908. The historic Daniel Burnham-designed Self ...

during

London Fashion Week London Fashion Week (LFW) is a clothing trade show that takes place in London, England, twice a year, in June and September. Showcasing over 250 designers to a global audience of influential media and retailers, it is one of the 'Big Four' fash ...

. Celebrities like

Chipmunk Chipmunks are small, striped rodents of subtribe Tamiina. Chipmunks are found in North America, with the exception of the Siberian chipmunk which is found primarily in Asia. Taxonomy and systematics Chipmunks are classified as four genera: '' ...

Ellie Goulding Elena Jane Goulding ( ; born 30 December 1986) is an English singer, songwriter, and activist. Born in Hereford and raised in Lyonshall, Goulding began writing songs at the age of 15. She released her debut single " Under the Sheets" through ...

Alexandra Burke Alexandra Imelda Cecelia Ewen Burke (born 25 August 1988) is an English singer, songwriter and actress. She won the fifth series of the talent television show ''The X Factor'' in 2008. Following the show, she was signed to Syco Music and releas ...

, and

Rita Ora Rita Sahatçiu Ora (; born Rita Sahatçiu; 26 November 1990) is a British singer-songwriter, television personality, and actress. Born in Pristina, modern-day Kosovo, she rose to prominence when she featured on DJ Fresh's 2012 single, "Hot Rig ...

attended the show. Beyoncé appeared wearing a black sequin suit with her mother Tina on stage. September 17, 2011 marked the official launch in London at Selfridges of House of Deréon International Collection by Beyoncé and Tina Knowles via a fashion show featuring both the Autumn-Winter and Holiday 2011 collections. The House of Deréon fashion collection launch at Selfridges was a global exclusive as the line was previously only available in the United States.

Closing

In 2012, House of Deréon reduced staff and discontinued its junior line, Deréon. The rest of the line was unofficially discontinued in the following years.

References

{{DEFAULTSORT:House Of Dereon Clothing brands of the United States Products introduced in 2006 Jeans by brand Beyoncé fr:Beyoncé Knowles#House of Deréon