PHOTO: Beyoncé And Her Mom Star In Newest House Of Deréon Campaign
But wait, that’s not all! The only reason the brand Bey loves to name-drop is launching a campaign at all is because it’s going through some serious shake-ups.
Beyoncé and her mother, Tina Knowles, started apparel and accessories company Beyond Productions LLC in 2004. It encompasses four labels: House of Deréon, Deréon, Curvelicious and Miss Tina. House of Deréon and Deréon used to be sold at higher-end department stores like Bloomingdale’s and Macy’s, but then sales took a huge hit and the lines wound up at discount stores like Burlington Coat Factory. The company was acquired by LF USA two years ago. Now LF USA is taking Beyond Productions in a new direction.
President of LF USA Rick Darling told WWD:
“House of Deréon has been distributed exclusively in Europe for the past two years in department and specialty stores. As part of our growing contemporary business, we are repositioning the brand in the United States. Additionally, we are continuing our successful Miss Tina business.”
That’s right, those Deréon jeans Queen B is always talking about are coming back stateside. Check out the campaign image below! Does it make you excited to see the brand back on the racks?