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Brand focus:
Deréon
Step inside the
streetwear brand Deréon, and you will experience the passion and soul of
both R&B diva Beyoncé Knowles and her mother Tina. Deréon is aimed at
juniors - young girls who love the look of Beyoncé, but does not have the
money to buy her more expensive fashion brand House of Deréon.
Beyoncé and her younger sister Solangé are both
spokespersons for Deréon, and they both appear in the ads. The clothes are
designed by their mother, Tina Knowles, who has been making Beyonce's
clothes for
years.
Deréon was launched in 2006,
and named after Beyonce's grandmother Agnéz, who was a brilliant seamstress. The line
consists of casual sportswear,
curve-hugging denim, outerwear, hats and footwear in a style that
represents the edge of the hip hop industry. You will
also find fashionable clothes for curvier women.
Want to know more? Take a look at our
Guide to
Fashion Stores.