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Another half of the mother of all power couples, arguably the biggest Stateside, Beyonce and Jay Z. An incredible singer, flawless fashion, and oozes style so a sure fire hit to launch a hit clothing line right? Well wrong! This is one clothing label that has not quite taken off in the same style as Mrs Beckham’s, a family run business that was launched way back in 2004 seemed to be a sure fire hit with her mother, Tina, at the helm who was responsible for most of Destiny’s Child’s incredible wardrobe. The label is called House Of Dereon after Beyonce’s maternal Grandmother, and has been met with luke warm reviews, in fact the biggest evangelists of the brand appear to be the Knowles family themselves. With the tagline, Couture.Kick.Soul you get an insight into the brand which I rather like as it represents all 3 generations of the Knowles family. ‘Couture’ is Tina Knowles (the mother), ‘Soul’ is Agnez Dereon the grand mother, and Beyonce is predictably the ‘Kick’ element. The hip hop influenced use of denim and lavish feminine touches creates a look that whilst not everyday is certainly unique. In fact, lets let Beyonce sum this up herself from an interview with Ebony magazine and CNN…
“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.” Beyonce – Ebony Magazine
“This collection was inspired by a lot of my travels. I did a world tour, I traveled to Asia, Brazil, all over the world and I saw such beauty and my mother traveled with me and we decided we should mix these great cultures together and make something original and beautiful, and this show celebrates the global nomad, and one day at the rate we’re going which is such a beautiful thing, there won’t be all these different races we’ll all just be mixed up and beautiful and that is so wonderful exciting and refreshing you know we have the mixtures of the African hair wraps and some of the Asian prints and we mix it with different textures sequins and gold jewelery and it just becomes very refreshing.” Beyonce – CNN
So what next for the House of Dereon, the Junior label, ‘Dereon’, has now been dumped but the House Of Dereon looks on the up, we wish Beyonce the best of luck!