London: Beyonce’s fashion line, House of Dereon, is set to be launched for the first time in London at Selfridges in September.
It has been named after the singer’s grandmother, the late Agnez Dereon, who was born in Louisiana in 1924.
Dereon was a dressmaker who made custom-made clothing for private clients throughout the South and is described by Beyonce and her mother as “a true Renaissance woman”.
The look for the House of Dereon autumn/winter 2011 collection is inspired by their idea of a “city jungle” with leopard, snake and African rose prints, which blend “tribal cues with edgy silhouettes”, and prices start at around 80 pounds for a dress.
“The combination of colours, exotic prints and silhouettes make for a cohesive collection with tremendous appeal,” the Telegraph quoted Tina Knowles as saying.
“Beyonce and I are so proud of the line-up and we can’t wait to see the consumer’s response and how she makes it her own,” she stated.