House of Der2on and Der2on
Dereon and House of Der2on are fashion lines created by singer Beyonce Knowles and her mother/stylist Tina Knowles. Inspired by three generations of their family, the concept and style of Dereon pay tribute to Beyonce's grandmother, Agnez Dereon.
In 2006 Beyonce along with her sister, Solange Knowles launched the Dereon Junior line that was more sensibly priced and geared towards younger customers.
The tag line for Dereon is "Where the sidewalk and catwalk meet". This junior line embraces more casual wear, such as sweatpants and embroidered hooded sweatshirts. Both Beyonce & Solange are models for both clothing lines and are featured on most marketing campaigns.
House of Der2on was publicized to the media in September 2004, by Tina and Beyonce Knowles. House of Dereon's tagline is "Couture.Kick.Soul" which symbolizes the three generation of women. Agnez Dereon is the "soul," Tina Knowles is the "couture," and Beyonce is the "kick."
While Beyonce was performing in the group Destiny's Child, her mother Tina would design and sew their outfits, especially when the group was first starting out and did not have much money or access to designer clothing. Part of what called attention to Destiny's Child, besides their obvious talent, was their one-of-a-kind fashions. Their style set them apart, yet gave the group cohesion as a similar style, color or garment was worn by all the members.
HOUSE OF DEREON