House of Deréon is a fashion line created by actress and singer Beyoncé Knowles and her mother stylist Tina Knowles. The concept and style was inspired by three generations of women in their family. The name Deréon paid tribute to Beyoncé maternal grandmother Agnèz Deréon, Tina Knowles mother. Expanding the brand Solange and Beyoncé launched the less expensive junior line Deréon in 2006. the tag line for Deréon was "Where the sidewalk and catwalk meet" this line included more casual wear it was discontinued back in 2012. Both women are featured on most marketing campaigns.
Members of Beyoncé touring band Suga Mama, appeared in print ads in 2007.
In September 2004 House Of Deréon was introduced to the media, by Beyoncé and Tina Knowles. The tagline for House Of Deréon is "Couture. Kick. Soul" which represent the three generations of women. Beyoncé is the "kick," Agnèz Deréon is the "soul," and Tina Knowles is the "couture"
Beyoncé mother Tina would sew and design outfits for the group Destiny's Child in which Beyoncé performed.
Part of what made Destiny's Child standout apart from their obvious talent was their one-of-a-kind fashion. The fashion line was first introduced on the Oprah Windfrey Show, and also featured on the Tyra Banks Show.
The clothing line mixes hip-hop influences such as denim with ultra-feminine flourishes like ruffles and embroidery.
In an interview with Ebony magazine Beyoncé said that she loved the clothes from the 40s her grandmother's style, and I love clothes from the 70s my mother's clothes. "We wanted to take elements from my grandmother's legacy, the beaded lace, lush colors, fine fabrics, and mix them with N clothes from my mother's generation and my generation."