Queen of Pop Beyonce launched her fashion legacy, House of Deréon, exclusively in Selfridges, the AW2011 collection, City Jungle, is available now in Selfridges Trafford and Exchange.
House of Deréon encompasses designs from a bold trio of designers, Beyonce Knowles, her mother Tina Knowles and the late Agnés Deréon, Beyonce’s grandmother.
The City Jungle collection reworks a range of exotic patterns and prints. Using figure flattering cuts and blending tribal cues with edgy silhouettes, each piece makes a bold statement.
The range demonstrates the innovation of the trio as they skilfully bridge sportswear pieces that are both trend-right and fashion forward and short and maxi style dresses, with fashionable active-wear hoodies, jumpsuit bodies and ultra-suede shorts.
Tina Knowles is the visionary creative director behind the brand, infusing trend breaking style mixed with pure attitude. Based on her experience as an award-winning designer, author and celebrity stylist, Tina brings excitement, creativity and in-depth knowledge in regard to cut and fit to the collection. Beyoncé Knowles serves as the muse and inspiration for the line, collaborating with her mother on every aspect of the collection.
House of Deréon presents the slogan ‘Couture.Soul.Kick’, which accurately sums the characteristics of the three generations of Beyonce’s family. ‘Couture’ was chosen to symbolise her mother’s tasteful style; ‘soul’ was selected for the elegance of her grandmother’s designs; and ‘Kick’ was the deemed to be the only single word able to describe Beyonce herself.
House of Deréon is stocked at Selfridges Trafford Centre or check out the website: www.houseofdereon.com
