Singer Beyoncé posed for the Spring 2010 ad campaign for her company, House of Deréon, reports Coco Perez. The backdrop for the photo shoot was a volcano on Santorini Island in Greece.
Beyoncé launched this ready-to-wear fashion line in partnership with her mother, Tina Knowles, in 2004. Both the singer and her mother have an active role in the design department.
Tina Knowles designed and sewed outfits in the early days of Destiny’s Child before Beyoncé, Kelly Rowland and Michelle Williams hit the big time. The all-girl group always stood out with their unique fashion styles.
Beyoncé and her sister, Solange Knowles, appear in most of the House of Deréon ad campaigns.
The House of Deréon look mixes hip-hop styles with ultra feminine touches. The company name pays tribute to Beyoncé’s grandmother, Agnèz Deréon.
The sisters launched a junior line called simply Deréon in 2006.