The songstress and her mother, Tina Knowles, are expanding their two-year-old junior label Deréon by adding a fashion jewelry line titled Deréon Jewelry. Produced in partnership with Carolee, Deréon Jewelry features edgy, black leather cuffs as well as necklaces, charm bracelets and hoop earrings in metal, glass and enamel. Retailing from $16 to $68, the collection is targeting the same department stores that sell Deréon apparel and accessories, such as Macy’s and Dillard’s, as well as contemporary specialty stores.
“I love accessories and we’ve always used a lot of accessories, so it was a natural thing for us to do,” said Tina Knowles, creative director. “For the first collection, I wanted to do a lot of things taken from the street. One of the things I love to do is walk on the streets of New York or Brooklyn and see what the kids are doing, and that goes with our mantra — catwalk meets sidewalk. I saw a lot of filled hoops and charm bracelets, that’s what the kids are wearing these days.”
Beyoncé is one of a flock of female celebrities who have delved into the category recently. In June, Mary-Kate and Ashley Olsen unveiled a partnership with Robert Lee Morris, while Heidi Klum and Nicole Richie have each partnered with The Mouawad Group on collections. Tori Spelling and Iman launched jewelry collections with HSN and Jane Seymour matched up with Kay Jewelers.
“What we were impressed with was that Tina and Beyoncé are building a brand based on their fashion sense and design, not the fact that they’re both world-class celebrities,” said Joel Fivis, president of Carolee, based in Stamford, Conn. “So there’s a longevity here that may not be among other celebrities who are simply looking to get their name out.”
In addition to Deréon, Carolee produces collections for brands such as Lauren by Ralph Lauren, A.B.S. by Allen Schwartz, Adrienne Vittadini and Brooks Brothers.
“All of these businesses complement each other,” Fivis said. “The Carolee brand is obviously our family jewelry, it’s who we are. But we also want to maintain avenues for our own growth. There are places Carolee will never be but we can sell to those places with other brands. That’s the strategy for any brand going into licensing.”
In 2005, the Knowles introduced House of Deréon, a contemporary women’s apparel line, followed by Deréon, which made its debut in 2006. Last August, the brand partnered with HSN on the Miss Tina collection, a clothing and accessories line.
House of Deréon and Deréon are named in honor of Tina Knowles’ mother and Beyoncé’s grandmother, Agnéz Deréon, a seamstress who influenced Tina’s love of fashion.
“She was a dressmaker and she loved jewelry,” Tina Knowles said. “I have some of her brooches from the Forties, during her time of fashion. She was an accessories person as well and it’s great to carry that on.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast