House of Dereon by Beyonce launches

House of Dereon, the new clothing line, by pop sensation

Beyonce and her mother Tina Knowles, launched to great applaud during London Fashion Week.

Taking place in Selfridges' underground car park come catwalk, fashion's leading names were there at one of the most hotly anticipated events of the week. House of Dereon is now available for purchase from Selfridges.

A directional and contemporary direction comprise pieces inspired by Beyonce's grandmother who worked as a seamstress in Louisana and adds a couture edge towards cut and fit.

The raison d'etre behind House of Dereon is simple; to fuse celebrity power, design artistry into a global brand with fashion merit, inspiration and aspiration.