Now teens can adopt Beyonce's style for their prom dress. The singer-actress and her mother, Tina Knowles, are relaunching their House of Deréon brand this spring as a high-end contemporary dress line.
NEW YORK — Now teens can adopt Beyoncé's style for their prom dress.
The singer-actress and her mother, Tina Knowles, are relaunching their House of Deréon brand this spring as a high-end contemporary dress line — and many of the styles are based on what Beyoncé Knowles has worn on stage, making them perfect for the prom. This, Tina said, was especially important to her as she works as a mentor at her church in Houston.
"I've lent designer dresses that the girls used to wear in Destiny's Child to some of the girls in my youth center at my church," she said. "And I've also made dresses for some of them, so I'm so happy to have this line now, where many girls can buy my dresses."
The line, which is being produced by Bahari Group Ltd., represents another stage in the evolution of Beyond Productions, the company founded by Tina and Beyoncé along with Jason and Arthur Rabin of Kids Headquarters. House of Deréon originally was launched in May 2004 as a denim and sportswear line, which was licensed to RVC Enterprises. That collection never took off at retail, so they pulled it off the market and introduced Deréon, a junior version of the brand, also with RVC Enterprises, for holiday 2006. That line, sources said, continues to do well in stores.
Industry sources estimate Beyond Productions will have wholesale sales of $100 million this year.
"I've always seen House of Deréon as a dress collection," Tina said. "But what happened was that we couldn't find the right partner for dresses. Every time someone would come up with a line for us to look at, I would send it back. It just was never right."
Fate hit one day last year when Heather Schindler, co-creative director at Beyond Productions, shared a taxi with Reza Bahari, president of the New York-based Bahari.
"We just started talking about our companies, I took his business card, he paid the driver and sent me home," Schindler said. "When I got to the office, I told Tina about him. We both agreed that we just had to make an appointment with him. And the rest is history."
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