Dereon is a fashion company originally started by Beyoncé Knowles and her mother Tina Knowles. First announced to the public in 2004 on the Oprah Winfrey Show, it is officially under the umbrella of the House of Dereon. The name Dereon pays homage to Tina Knowles mother Agnez Dereon. The tag line of Dereon is Couture Kick and Soul and it is also is homage to not only Agnez Dereon but to all three women. Couture is attributed to Tina Knowles, Agnez Dereon is attributed with the tag line of soul, and Beyoncé Knowles contributes the kick part of the tag line.

The line was an original concept that began when Tina Knowles was designing and sewing garments for Beyoncé’s now defunct girl group Destiny’s Child. Since the group was just starting out, which consisted of Beyoncé Knowles, Michelle Williams and Kelly Rowland, they did not have access to high end couture clothing. The fact they were not stars and due to budget restraints, many of the group’s original outfits were designed and fitted by Tina Knowles herself. The group attracted a lot of attention due to those clothes because of their originality and difference in style from other groups at the time.

The House of Dereon, as it is known now, encompasses a global empire where everything from clothes to footwear to beauty items is sold with the face of Beyoncé Knowles. There are two clothing lines represented by the company; the higher end House of Dereon which tends to be sold in department stores and Dereon which tends to be marketed toward the younger teen and young adult market with a lower price point. Recently it was announced that House of Dereon will also be launching a bedding line which will feature European bohemian inspired colors and prints, patchwork pieces, metallic threads, diamond quilt stitching, and other feminine dressmaking details.