Beyoncé Knowles

Beyoncé unveils the name of her much-anticipated apparel collection, The House of Deréon, named after the singer’s grandmother.

NEW YORK — Beyoncé Knowles is keeping it in the family.

Beyoncé and her mother, Tina, said Tuesday that they have named their much-anticipated clothing line The House of Deréon. The line is named after Tina’s mother and Beyoncé’s grandmother, the late Agnes Deréon. Its tag line will be “Couture. Kick. Soul.,” which has been trademarked.

Beyoncé is developing the label with Kids Headquarters here, the $700 million producer of children’s wear for such brands as Kenneth Cole, Rocawear and Ecko Unlimited.

“To me, this is the greatest way to enter into the fashion world,” said Beyoncé in a statement, citing her grandmother as a source of creative inspiration. Tina, who also acts as Beyoncé’s stylist, noted in the statement, “My mother, Agnes Deréon, and I shared a love of fashion and style, and Beyoncé and I also share this love. It is a dedication to her memory and a reflection on everything that she brought to both of our lives.”

Set to launch in fall 2005, The House of Deréon, a “hip haute” label, will appeal to the junior set with sophisticated tastes. The line has been in development for more than a year and features three co-creative directors: Beyoncé, Tina and designer Heather Thomson Schindler, who most recently worked with crooner Jennifer Lopez on the JLo brand at Sweetface Fashion Co. for the past two years.

— Lauren DeCarlo

This story first appeared in the September 8, 2004 issue of WWD. Subscribe Today.