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Tag Archives: Beyoncé Knowles

Beyoncé Giselle Knowles-Carter, better known simply as Beyoncé, is famous as a singer and actress, one of the most recognized figures in the entertainment industry. What many don’t realize though is that the self-proclaimed feminist also has an entrepreneurial streak, introducing a fashion line for women called House of Deréon in 2005 named after her grandmother, Agnez Deréon. She also established Beyond Productions with her mother to handle brand management and licensing for House of Deréon and the junior collection Deréon.

Beyoncé has also since then launched another label for junior apparel, Sasha Fierce for Deréon, which is available in specialty shops, like Against All Odds and Jimmy Jazz, and department stores, like Dillard’s and Macy’s. In 2010, she teamed up with C&A, a clothing store, to bring Deréon by Beyoncé to their branches in Brazil. Aside from clothing, Beyoncé has also ventured into launching her own fragrance line called Heat, which went on to become one of the world’s best-selling fragrance lines from celebrities with sales of more than $400 million.


Pop superstar and fashion icon Beyoncé Knowles has done it again. Not only is she a multi-awarded recording artist, successful song writer and record producer, and a Golden Globe nominated actress, she has also proven that she can make it big in the fashion industry as a designer and entrepreneur.

Aside from her musical talent, a lot of girls idolize Beyoncé for her fashion sense. Her one of a kind style has been her trademark even during the early days of Destiny’s Child. Her mother Tina Knowles used to design and create clothes for the girls. As the girl-group’s popularity rose, more and more fans took notice of Destiny’s Child’s unique fashion style and this eventually prompted Beyoncé and her mother to consider launching their own fashion line. In 2005, they launched The House of Deréon. This line, named after Beyoncé’s mother Agnez Deréon, represents three generations of Deréon women. Its tagline “Coutour.Kick.Soul” shows each generation’s contribution to the House of Deréon look. In 2006, Beyoncé and her sister Solange launched Deréon. With the tagline “Where the sidewalk and catwalk meet”, Deréon is a lower-priced ready-to-wear fashion line that caters to a younger market.

Both clothing lines have been successful since they were launched and with success, controversy usually follows. From her use of real fur during her red carpet appearances to a Deréon Girls ad that enraged a lot of people due to the alleged “sexualisation” of young girls, even someone as popular and influential as Beyoncé could not escape the sharp eye of the critics. However, no matter what they throw at her, it does not seem possible to keep this girl down. The house of Deréon keeps turning out fresh collections that the fashion hungry public can’t help but buy. Once again, Sasha Fierce has proven that if you love what you do, anything is possible.