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Dereon Footwear Enters the Middle East

Klaudia//November 13, 2010
Beyoncé and Tina Knowles are taking their Deréon footwear line global. Following recent expansion into Greece and South Korea, the pair announced this week they have partnered with Level One in the United Arab Emirates to distribute and market the line in the Middle East. A soft launch will kick off this holiday season in Dubai, to be followed by a broader rollout next spring to countries including Lebanon, Saudi Arabia and Egypt. Phillip David, president of Deréon parent firm Beyond Productions LLC, said Dubai-based Level One, which has worked with Skechers in the region, is an ideal partner. “They really understand the Middle Eastern market and have had with other brands,” he said. “For us, international expansion is not about volume but about picking the right partners to help us build the brand.” He added that he expects the Deréon line, which is manufactured under license by San Diego-based House of Brands Group, to appeal to the Middle East’s young, fashion-forward consumers, especially those who are fans of Beyoncé. For their part, the Knowles are enthusiastic about the opportunity to introduce Deréon to a wider audience. “Footwear has always been a category that I am particularly fond of, and I am excited to be partnering with Level One to bring our footwear collection to this new market,” Tina Knowles, creative director and designer of Beyond Productions, said in a statement. Up next for Deréon, David said, is northern Europe. The brand is eyeing a move into that market for fall ’11.

First Look: Beyonce’s new Brazilian Ad for C&A

Klaudia//October 2, 2010
Beyonce has shot a brand new Brazilian Ad for C&A and here is the first glimpse. In the shot, we see Beyonce posing in a red-hot dress – believed to be from the line – and holding up her ponytail teasingly. The latest C&A campaign was not suppose to be available for our viewing eyes until Christmas but someone decided to leak one of the ads. Not that we’re complaining!

Beyoncé Inks a Deal To Create Her Own Temporary Tatts

Klaudia//September 24, 2010
Turns out Beyoncé's generosity knows no bounds. Her and her mum (who also happens to be her business partner) got to chatting and realised that the temporary tattoos she wore for the Fall 2010 House of Deréon campaign caused quite a stir. The "tough edginess" of the biker-chick ad was helped along by Temptu who created the custom body art that B wore. And props to the superstar for feeling us mere mortals' pain when we spy something on an A-lister and then struggle to ever get our hands on it. Beyoncé didn't want to leave her fans out in the cold so she's teaming up with Temptu to replicate the body art transfers which will hit Sephora shelves on November 1. Aussie fans needn't despair — the tattoos will also be sold online via Deréon, who ship to Australia. You can even reserve a limited edition deluxe kit now, which as well as featuring the tattoo designs, also lets you go in the draw for the chance to win a trip to NYC and have a photoshoot with Beyoncé. Failing that, you can just snap up a standard kit (approx $17) in a coupla months. Whaddya reck? Are you interested in purchasing them?

House of Deréon Delves Into Daywear

Klaudia//August 21, 2009
Beyonce and her mom Tina are busy ladies. Besides launching the Sasha Fierce collection, House of Deréon is designing a collection of day dresses for Spring. There will be a few dress and jacket ensembles, as well as jumpsuits in materials like washed rayon, silk, sateen, and spandex knit. "Beyoncé and I have had several occasions where we have meetings all day and don’t have time to run and change before dinner. This is a perfect collection to wear from the office to dinner because each piece can easily be dressed up or down," Tina Knowles said. The collection wholesales from $70 to $100 and will be available at select high-end department and specialty retailers. As for the future? "I’m really hoping we can go into accessories really soon, especially jewelry. And as for shoes, that’s completely Beyoncé’s thing."