Beyoncé Knowles on Tuesday formally launched her new House of Deréon fashion line, featuring ready-to-wear, casual sportswear, and denim offerings, as well as furs, handbags and footwear whose aim is to “fuse celebrity power and design artistry into a brand of global importance,” the Destiny’s Child star says in a statement.
The label, which went into Macy’s and Dillard’s department stores, consists of jeans that sell for about $150, blouses ranging from $100-$150, and a lace baby-doll for nearly $200. “Its affordable couture,” Beyonce tells Women’s Wear Daily.
The label takes its name from Beyoncé’s grandmother, Agnes Dereon, a seamstress who designed and created clothing for private clients. “The whole theme (of the line) is taking nothing and turning it into something because that’s what my grandmother did with all kinds of fabrics,” said Knowles, 24. “She just turned everything into masterpieces, and that’s what my mother does.”
Beyoncé’s mother Tina, who has long been designing Beyoncé’s clothes, created the line, described by her daughter as targeted at women aged 18-35 who are fun, classy and want to be on top of fashion.
And while the entertainer admitted to Women’s Wear Daily that she she’s no expert at a sewing machine, “I know if the straps are too wide or the bows are too big. Those details mean so much.”