The Dereon Story

The hip hop fashion scene has rapidly grown and evolved the past decades. With this growth, many hip hop clothing brands were also conceptualized and contributed to the evolution of this particular field of fashion.

One of these brands is Dereon. This ready-to-wear fashion line is particularly known for the people who conceptualized it in 2006, Beyonce Knowles and her mother/stylist Tina Knowles. The name Dereon refers to Beyonce’s grandmother, Agnez Dereon.

The complete name of the brand is The House of Dereon, not to be confused with the junior line of Dereon which is launched by Beyonce and her sister Solange Knowles. The style and concept of this clothing line is inspired by three generations of women in Beyonce’s Creole family.

The clothing line features casual wear, such as sweatpants and embroidered hooded sweatshirts. Beyonce and Solange are both models for both clothing lines, and are featured in most marketing campaigns. Even the members of Beyonce’s touring band, Suga Mama, appeared in print ads.

The House of Dereon has a tagline that represents the three generation of women, “Couture. Kick. Soul”. Soul refers to Agnes, Couture refers to Tina, while Kick refers to Beyonce. The inspiration for the line came from Tina’s experience in designing and sewing the outfits of the members of Destiny’s Child. The fashion style of the group set them apart, yet gave them cohesion. What came out is a clothing brand that mixes hip hop influences, such as the use of denim, with ultrafeminine flourishes like embroidery and ruffles.

One of the distinct characteristics of jeans from Dereon, is the agu which is featured at the back pockets of jeans. Other styles in the clothing line that allude to Agnes Dereon’s era are the retro pencil skirts. The latest venture of the brand is a collection of vintage-inspired dresses that will be available at Bloomingdale’s. The line is based on the 50’s-style dresses that Beyonce wore for her role as Etta James in the film Cadillac Records. For more information visit to our site at http://www.streetzwear.com