The Dereon Clothing

One of the many popular women's clothing brand today includes a clothing line recognized throughout every concert and MTV that Destiny's Child made throughout the world. This brand is popularly known as the house of dereon. 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.

The house of dereon is a women's clothing brand introduced by singer Beyoncé Knowles and her mother/stylist Tina Knowles. It is said that every style is inspired by three generations of women in their family, with the name "Deréon" paying tribute to Beyoncé's grandmother, Agnèz Deréon.

The clothing mixes hip-hop influences, such as its use of denim, with ultrafeminine flourishes like embroidery and ruffles. In an interview with Ebony magazine Beyoncé said "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."

The first house of dereon pieces was first seen on every Destiny's Child MTVs. While Beyoncé 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.

Expanding the brand, Beyonce and her sister Solange Knowles launched the junior line Deréon that is geared towards younger consumers and is more reasonably priced. Dereon was introduced in 2006.

The tag line for Deréon is "Where the sidewalk and catwalk meet". This line includes more casualwear, such as sweatpants and embroidered hooded sweatshirts. Both women are models for both clothing lines and are featured on most marketing campaigns. In 2007, members of Beyoncé's touring band, Suga Mama appeared in print ads.

As for the line's latest venture, Beyonce and her mom have designed a collection of vintage-inspired dresses that will be available at Bloomingdale's. The line is based on the 50's-style dresses that Beyonce wore for her role as Etta James in a film called Cadillac Records.