Beyoncé Giselle Knowles

Knowles and her mother introduced House of Deréon, a ready-to-wear contemporary women's fashion line, in 2005. The concept is inspired by three generations of women in their family, with the name Deréon paying tribute to Knowles' grandmother, Agnèz Deréon, who worked as a seamstress. According to Tina Knowles, the overall style of the line best reflects Knowles' taste and style. Knowles and her mother founded their family's company Beyond Productions, which provides the licensing and brand management for Deréon, a "junior lifestyle collection", and House of Deréon. Products of House of Deréon received public exhibitions through Destiny's Child's shows and tours, during their Destiny Fulfilled era. The House of Deréon collection features sportswear, denim offerings with fur, outerwear and accessories that include handbags and footwear, which are available at department and specialty stores across the United States and Canada.
In 2005, Knowles teamed up with House of Brands, a local shoe company, to produce a range of footwear for House of Deréon. In January 2008, Starwave Mobile launched Beyoncé Fashion Diva, a "high-style" mobile game with an online social networking component, featuring the House of Deréon collection. In July 2009, Knowles and her mother launched a new junior apparel label, Sasha Fierce for Deréon, for back-to-school selling. The collection included sportswear, outerwear, handbags, footwear, eyewear, lingerie and jewelry. It was available to buy at department stores including Macy's and Dillard's, and specialty stores Jimmy Jazz and Against All Odds. On May 27, 2010, Knowles teamed up with clothing store C&A to launch Deréon by Beyoncé at C&A stores in Brazil. The collection included Tailored blazers with padded shoulders, little black dresses, embroidered tops and shirts and bandage dresses.
• Products and endorsements
In 2002, Knowles signed a promotional deal with Pepsi to appear in two television commercials, as well as in radio and Internet advertisements and in-store promotional materials. A 2004 Pepsi television commercial in the theme of "Gladiators" featured Knowles with singers Britney Spears, Pink, and Enrique Iglesias, and the following year with Jennifer Lopez and David Beckham on a commercial called "Samurai". Knowles' range of commercial deals and products also includes beauty care products and perfumes. She has worked with L'Oréal since the age of 18. In 2004, Knowles launched her fragrance, True Star, with Tommy Hilfiger. The commercial for the scent was shot in black and white and has Knowles singing a cover version of "Wishing on a Star", for which she earned $250,000. The following year, Knowles launched her second fragrance with Hilfiger called True Star Gold. In 2007, Knowles appeared in an advertisement campaign for the Emporio Armani Diamonds fragrance.