House Of Dereon Lands in UK

November 21, 2011 § Leave a comment


No, I am not talking about flying houses like the one in the cartoon UP. House of Dereon is an American brand established in 2004 by famous singer Beyonce and her mother Tina Knowles (known for styling Beyonce and other members on Destiny’s Child) and now it is finally available in our country.

The brand is intergenerationally inspired – Beyonce acts as a muse, Tina Knowles as a designer and her late mother Agnes Dereon who worked as a seamstress and dressmaker in Louisiana as an inspiration. Targeting 20-30 year old fashionable women (that is their own positioning, I on the other hand do not believe that fashion needs to be age-specific) the brand provides a range of sexy dresses and other outfits that would make your fashion choices for a night out on the town easy.

In my opinion even if House of Dereon was not Beyonce-related I would love the collection. It is feminine and definitely sexy – who would not want a piece from their collection, especially now that we are all thinking about holiday season outfits?

Above are two of my favourite dresses from the collection: Shimmer Strap Bodycon Dress in Gold £90-£100 and Assymetric Mini Dress £80. I would also like to add sequin pieces from the collection to my wishlist: I love waterfall blazer (£110) and a wrap front skirt (£75) especially since both come in a choice of black and gold colours. See the whole range in the special concession at London Selfridges, online at http://www.selfridges.com and http://www.lipsy.com.

Little tip, if you are shopping online try Lipsy as the prices are up to 10% lower and you will be able to get free delivery on orders over £75 with a special code: AW11SHIPPING but not all items are available at both e-locations.

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