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Beyonce and her mother Tina Knowles talk to CNN's Becky Anderson during London Fashion Week about the launch of their fashion label, House of Dereon, and Beyonce's pregnancy.

Beyonce: I grew up in a fabric store. Unfortunately my mother would say: "Come on let's go to the fabric store," and she would make all of these beautiful clothes for myself and the other ladies of Destiny's Child, and after so many years my fans said we want to buy these clothes somewhere, so it was a natural thing for us to do this line, and it's so great for us to be able to do it together, number one because we get to spend time together, and two because we have such respect for each others' taste.

Becky: Tina what is it like to see not just your daughter but your designs on television?

Tina Knowles: Oh it's unbelievable sometimes and I never anticipated that. I started designing things out of necessity because there were budgetary restraints. So I would buy fabrics instead of clothes and just make them.

Beyonce: Back in those days they wouldn't loan us the clothes.

Tina: And it's funny when you need the clothes they won't loan them to you, and when you don't need them everyone wants to give them to you, so that's how it started but that was very exciting to see the clothes on TV.

Beyonce Knowles at the launch of House of Dereon by Beyonce and Tina Knowles at Selfridges on September 17, 2011 in London, England. (+ 49)

Beyonce and Tina Knowles unveil two separate campaigns for their House of Dereon fall and holiday 2011 collections. The Fall imagery shot in Los Angeles by celebrity and fashion photographer, Tony Duran will be the first to launch. These images, shot against a simple backdrop, feature Beyonce sporting the House of Dereon line looking ultra glam with a wild mane of curly hair and vibrant colored makeup. The campaign will break in the UK this September to coincide with the launch of the House of Dereon line available exclusively at the renowned retailer, Selfridges & Co. With the Fall collection titled City Jungle, one photo features her in a snake print hooded jumper while another in suede shorts and dolman sleeved printed chiffon blouse. The Holiday campaign, which makes its debut in October was shot by the famed fashion photographer, Terry Richardson at the trendy Standard Hotel in New York City. With the collections Global Nomadic theme, the campaign takes cues from the inspiration behind Beyonce's latest album 4 and depicts her as a modern day nomadic woman of the world. The images feature her in a sequined blazer over a draped mini skirt in one set-up, and cocktail dress in the other, all paired with head wraps and chunky ethnic jewelry and body ornamentation. The end result is simultaneously powerful, glamorous and thoroughly modern all at the same time. The images from both campaigns will appear in international publications that include InStyle UK, Rollacoaster, SuperSuper, and international editions of Vogue and Elle. Co-Creative Director Beyonce said, "Working with Tony and Terry on these two separate campaigns was such an amazing experience. Their approach is so different, yet to me the end results are so beautiful in their own unique way." Creative director and designer Tina Knowles said, "I am so excited about the upcoming campaigns for House of Dereon. These two incredibly talented photographers have captured such strong images of the collections and Beyonce. I believe each will create a positive emotional reaction from our customers in the UK. We are so excited about the launch of our House of Dereon there and are thrilled to support it with these two powerful campaigns."

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."

LF USA, a subsidiary of Li & Fung, has put a ring on Beyoncé’s finger. LF USA has acquired Beyond Productions LLC, the apparel and accessories company led by Beyoncé and Tina Knowles. Beyond Productions is a designer and licenser of women’s fashion apparel and accessories whose brands include House of Deréon, Deréon, Curvelicious and Miss Tina. In addition, LF USA has entered an endorsement agreement with Beyoncé for House of Deréon and Deréon. Terms of the long-term deal weren’t disclosed. One of the reigning queens of pop music, Beyoncé, 29, was the big winner at last year’s Grammy Awards, taking home six trophies, including one for Song of the Year for her hit “Single Ladies (Put a Ring on It).” Having appeared in such movies as “Cadillac Records,” “Austin Powers in Goldmember” and “Dreamgirls,” Beyoncé has been cast as the lead in the remake of “A Star Is Born,” a role made famous by Judy Garland and Barbra Streisand. Beyond Productions LLC was established in 2004 by the Knowleses, with Jason and Arthur Rabin and Cory Silverstein of Wear Me Apparel/Kids Headquarters, which is based in New York. Under the various monikers, Beyond Productions’ lines span ready-to-wear, casual sportswear, denim, outerwear, handbags, footwear and other accessories, which are distributed through department stores, mass merchants and specialty stores worldwide. In an interview Monday in New York with Beyoncé and Tina Knowles, Rick Darling, president of LF USA, and Bruce Rockowitz, president of Li & Fung (Trading) Ltd., they all spoke about their desire to expand the brands globally. “We’re at the point where we wanted to have more growth, and we needed someone who was global,” said Tina Knowles, creative director. “We’re very interested in taking the brand international, and L&F is the best at that.” She said the brand already has some distribution in Greece, Canada and China. Darling explained that LF USA, which became acquainted with Beyond Productions through its 2009 acquisition of Kids Headquarters, is in the midst of expanding its portfolio of proprietary brands, “and this is a great addition.”

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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.

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!

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?

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."