Beyoncé to launch her fashion line in London
Both Beyoncé and her wild stage alter ego, Sasha Fierce are committed fashion lovers. To that end, the star, along with her mother, Tina Knowles (who made many of the outré costumes for Destiny's Child, when they toured together), created their own clothing line in 2005. Now their collection, House of Deréon, will be available in London for the first time, launching in Selfridges in September. House of Deréon is named after the singer's grandmother, the late Agnéz Deréon, who was born in Louisiana in 1924. Deréon was a dressmaker who made custom-made clothing for private clients throughout the South and is described by Beyoncé and her mother as "a true Renaissance woman". Beyoncé is her mother's muse for the line - "With her sense of style that's unmatched and her chameleon-like take on fashion that's ever changing" - and she collaborates on every aspect of the collection. The look for the House of Deréon 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". Prices start at around £80 for a dress. Tina Knowles said: "The combination of colours, exotic prints and silhouettes make for a cohesive collection with tremendous appeal. Beyoncé 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." The pair say the mission of their company is simple: "To fuse celebrity power and design artistry into a brand of global importance."
