Sophia & Full of Grace: Beyoncé Channels Loren & Kelly for House of Deréon FW 10/11

By: Kelly Ahern, guest blogger

She is the epitome of class and sophistication; known for exceeding expectations and exuding professionalism.

And she sure has done it again–

By transforming herself and image for both her Deréon and House of Deréon Fall 2010 advertising campaigns, Beyoncé Knowles has proven that she can do it all.

First posing as an edgy, tattoo-adorned blonde, for her sportswear line, Deréon, Beyoncé soon after channeled her natural glamour for the House of Deréon campaign by donning a long strapless yellow dress accompanied by makeup and hair circa the 1940’s.

“These two campaigns feature Beyoncé, but that is where the similarity ends,” Beyoncé’s mother, Tina Knowles, commented in a recent press statement. “They are so different in mood and creative direction reflecting the distinction between the two brands.”

Images for both of the campaigns were shot by celebrity photographer, Tony Duran.

Minimalism was not on this girl’s mind, as Beyoncé went all out conveying the truest form of her “Sasha Fierce” alter-ego.

Posing as a futuristic biker-babe for Deréon, Beyoncé’s head-turning look sparked curiosity among fans because not only did she rock a seductively short black dress and buckle-studded booties, but in some shots she even went as far as going topless.

“The inspiration for this look was Marilyn Monroe meets Angelina Jolie. I named her Jolie Monroe,” the songstress-turned-designer told People in an interview for their August 23rd issue.

Throughout the shoot for Deréon, Beyoncé was styled by her mother Tina (also the line’s Creative Director), who famously was the mind behind the constantly admired ensembles worn by Destiny’s Child.

The Deréon collection features studded leggings, lace biker shorts, fierce shoulders and high-waisted hot pants.

As for her House of Deréon campaign, Beyoncé played dress up with the help of red hot lips and pin-up curls. The pop star modeled an elegant printed strapless gown while she posed against a sultry wallpapered backdrop.

While conveying the classic beauty of old-time Hollywood, Beyoncé referred to this particular “girl” as “Sofia. [Loren] Grace [Kelly] Deréon.”

House of Deréon began in the fall of 2004 when both Beyoncé and her mother Tina announced their plans to design together. Beyoncé later expanded the brand by launching the junior line Deréon, with the help of sister Solange Knowles, in 2006. The urban fashion apparel is known for its affordability and is available at Macy’s.

Beyoncé fans can also catch a glimpse of her modeling the newest pieces by viewing behind-the-scenes- footage for both ad campaigns.

Naturally, each video showcases original Beyoncé music.

Ever wonder where the name for these stylishly chic lines evolved? It’s quite the family affair; the name Deréon itself was taken from Beyoncé’s maternal grandmother, Agnez Deréon.

No surprise here– it seems the lovely Knowles ladies were born with style in their veins!


Kelly Ahern is a recent Roger Williams Univeristy graduate living in New England. She graduated with a degree in Communications-Public Relations and a Core Concentration in Italian. She is an aspiring PR professional who loves social media, fashion and traveling. You can find her on Twitter @Kelly_Ahern.

Copyright © 2009-2010 Sasha H. Muradali. All Rights Reserved.

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