The House of Dereon is a fashion line introduced by singer Beyonce Knowles and her mother Tina Knowles. Generations of women in the family influenced the different styles for the Dereon clothing line. The name was given to the company because Dereon was Beyonce's grandmother's name.
The Dereon fashion line is targeted to the younger, junior crowd. Because it is targeting the junior consumers the prices are affordable so all kids can afford to wear the products. The motto for the Dereon business is "Where the sidewalk and the catwalk meet." The clothing line includes items that are casual like sweat outfits, hooded sweatshirts with embroidery, and casual wear. Beyonce uses members from her band to model her clothing in the print ad campaign for the Dereon clothes.
The House of Dereon became a business while Beyonce was performing in the group Destiny's Child. Dereon became about because Beyonce's mother would design and handcraft all of the outfits for the group Destiny's Child. This was because the group didn't have the budget to buy expensive clothes so her mother would make them for all the girls. However, Tina Knowles did such an amazing job with the designer outfits that people loved the group not only for their music but their hip style. The style designed by Tina Knowles set Destiny's Child apart from other groups.
The House of Dereon has been acknowledged as some of the greatest and stylistic fashions by Oprah and Tyra Banks. The fashion of Dereon mixes hip-hip styles of denim with an ultra feminine touch including ruffles and embroidery.
The symbol representing the House of Dereon fashions is a three-branched symbol that represents an iris flower. The flower is linked to the French monarchy which represents the history of Louisiana. This is because the Knowles family is from Louisiana and their entire heritage is from that state.
The House of Dereon is responsible for the fabulous Dereon clothing line introduced by Beyonce and her mother Tina Knowles. They have done an amazing job creating something for juniors that is totally unique and hip. Beyonce plays an active role in the designing of the articles for the clothing line and she is responsible for approving and discussing new designs.
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