Beyonce Ships Dereon to Vegas, Summer Sonic Japan

Beyonce has taken her House of Dereon collection to Las Vegas through an exclusive distribution deal with Beyond Productions and Wynn Las Vegas.

Kicked off late last week, the deal allows Dereon apparel and other merchandise to be distributed throughout Wynn Las Vegas’ properties through August 4.

According to organizers, Matthew Knowles and Music World Entertainment will also offer up “I AM” World Tour hats, posters and related tour items.

House of Dereon designs will however, be available at Wynn’s luxury boutiques including Mojitos and Ensemble while Dereon lyric t-shirts will be made avaialbe at four of the destination’s signature shops.

“With the unexplainable energy in Las Vegas and the opportunity to incorporate collections with Beyonce’s tour, I am truly looking forward to meeting many of our loyal customers as well as fans of our brands. We are incredibly grateful to Wynn Las Vegas and Encore for giving us this unique opportunity to display and retail our brands as well as host this wonderful trunk show. We feel we have truly been able to create a Beyonce fashion experience on the property during her performances at the Encore Theater.” said Tina Knowles.

As previously reported, Beyonce is booked for a four night stint at Wynn Las Vegas’ Encore Theatre. That stint kicks off Thursday, July 30 and runs through Sunday, August 2.

In related news, Beyonce has been confirmed for “Summer Sonic” in Japan. The short tour, which runs August 7 – 9, will take Beyonce to both Osaka and Tokyo before her planned tour in Australia starting mid-September.

Beyonce’s Australia tour runs September 15 – 24, making stops in Sydney, Melbourne, Boondall, Perth and Hindmarsh.

New House of Dereon/Dereon Fall 09

Sasha Fierce for Dereon

Beyoncé and Tina Knowles are looking to capitalize more on Sasha Fierce.

Utilizing the name of the singer’s alter ego and third solo album, “I Am…Sasha Fierce,” the mother and daughter design team plans to launch a new junior apparel label, Sasha Fierce for Deréon, for back-to-school selling.
The collection, which is inspired by Beyoncé’s stage presence (she is on a world tour through November), includes a full range of sportswear, outerwear, handbags, footwear, eyewear, lingerie and jewelry. Positioned to sit alongside the company’s Deréon junior label, which is similarly priced, the line has so far been picked up by department stores including Macy’s and Dillard’s and specialty stores Jimmy Jazz and Against All Odds.

The collection, Tina said, is “edgier and trendier and reflects Sasha Fierce’s daring and outgoing attitude.”

The jewelry, shoes and eyewear, she added, “are really over the top” with large chains made in mixed metals such as silver with gold, heavily studded shoes and oversize sunglasses such as the ones Beyoncé has been seen wearing on tour. The clothes are a little more subdued to make the accessories stand out — a one-shoulder dress, black bodysuit, fake leather jacket with oversize collar, leggings and destructed jeans with mesh and lace details lining the ripped material.

“When the tour started, we noticed the definite style of it,” Tina explained. “Thierry Mugler designed the clothes for the tour, but we really wanted to celebrate the style and interpret that into a collection.”

Beyoncé, who said in a statement “the line really exudes a different side of my personality, which I am grateful that I can express,” had a lot of say in the creation of the collection, Tina said.

“She definitely tells me what she likes and what she doesn’t. It was her suggestion to line the rips of the jeans with the mesh and lace,” she said. “It makes the jeans look really different from what’s out there.”

Tina said while they launched the Sasha Fierce for Deréon collection to pay homage to the tour, she said they would happily keep it going if customers respond to it at retail.

“We have had tremendous success with our graphic T-shirt business based on the lyrics from Beyoncé’s new CD,” said Philip Davis, president of Deréon’s parent company, Beyond Productions LLC. “We believe the Sasha Fierce collection will enjoy the same success at retail and coincide with the success of Beyoncé’s world tour.”

The collection wholesales from $25 to $75. Davis declined to give first-year sales expectations for the label.

Dereon Spring 2009

The Knowles Women Launch: Dereon for Juniors!

It was a family affair for Beyonce on Wednesday as the pop sensation was joined by her mother and sister at the Canadian launch of their junior apparel collection, Dereon.

Dozens of fans packed a bustling downtown sidewalk outside a posh supper club to catch a glimpse of the superstar, who walked the red carpet with mom, Tina Knowles, and younger sister, Solange, just hours before she was perform at the Air Canada Centre.

The trio were decked out in apparel from the line, with Beyonce wearing a form-fitting black dress with gold print.

“It’s all about a young working woman, a trendy woman, a woman that loves style,�? Beyonce said of the Dereon line. “My mom and my sister and I have all collaborated together, and we’re excited to launch it in Toronto today.�?

Tina Knowles, the co-founder, creative director and designer behind the Dereon brand, was designer and stylist for Beyonce when she was part of the award-winning girl group, Destiny’s Child. She acts as designer and stylist for Beyonce and Solange as solo artists.

She said stylewatchers can expect to see a younger, more casual look with the Dereon line.

“Just really great trendy things, a lot of emphasis on fit, and just really cool stuff, lots of graphics and cool, young things,�?

she said.

Gold was a prominent feature in the detailing of pieces showcased in the Dereon runway show, from embellishments and embroidery on fitted dark jeans, to shiny decorative prints on shirts and hoodies.

Heavy gold chains accented many of the pieces, which featured prints from leopard to camouflage.

Models strutted onto the catwalk to pulsating dance beats, including a few remixed tracks by Beyonce herself, as she and her family, including father and manager, Matthew, looked on.

Beyonce has previously collaborated with her mother on their House of Dereon fashion label. The brand is named in honour of Beyonce’s maternal grandmother, Agnez Dereon, a dressmaker who made custom clothing for private clients.

Beyonce said the opportunity to work with her family is “very important�? to her.

“I know my whole career I’ve always loved working with my family. My father’s my manager, (and) I’m so excited to work with my sister now,�? she said.

“My mother has always designed the clothes for Destiny’s Child and myself, and now it’s like a dream come true to celebrate not only fashion by a lifestyle.�?

Dereon is distributed by Montreal-based Multiprint, and is available at specialty retailers across Canada.

Brand New Dereon Photo AD!

So I created a new category in the gallery titled DEREON! I created it just because it’s Beyonce’s amazing clothing line and more and more photos are showing up! Well…on the DC3Forever Messageboard, our sibling site, Destiny Dynasty discovered a new AD from Dereon! It’s highlighting the Beyonce Experience and it’s amazing! The line on the AD reads FASHION TAKES CENTER STAGE. Click on the thumbnail below to view it in full view!