The Beyoncé boom has undoubtedly worked wonders for the r&b singer’s career, with her album ‘4’ shooting to number one post-glastonbury, and now she’s moving her ‘House of Deréon’ fashion line into London. The brand, which Mrs Jay-Z founded with her mother Tina Knowles in 2005, will be stocked in the UK for the first time, making it’s British début at Oxford Street department store Selfridges in September.
Named after her dress maker grandmother Agnéz Deréon, the brand is creatively controlled mainly by Tina, who cites her superstar daughter as her fashion muse for “her sense of style that’s unmatched and her chameleon-like take on fashion that’s ever changing”. Tina Knowles is not new to dressmaking either, being the creative force behind many of Beyoncé’s earlier stage costumes, particularly those worn by herself and her Destiny Child band mates back in the late 1990’s. Bootylicious anyone?
House of Deréon’s autumn/winter 2011 collection takes inspiration from a fusion of jungle and city life, with animal prints and African rose prints featuring heavily, blending “tribal cues with edgy silhouettes”. Prices for a piece of Beyoncé’s style start at around £80 for a dress.