Women’s Wear Daily
04.20.2014
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House of Deréon Taps Beyoncé

The British brand has two international campaigns ready for fall-holiday.

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Beyoncé

Beyoncé in a House of Deréon ad.

Photo By Tony Duran

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GLAMMING IT UP: House of Deréon has two international campaigns ready for fall-holiday. The fall campaign, shot by Tony Duran, features an ultraglam Beyoncé, with a mane of curly hair and vibrant makeup, sporting House of Deréon looks. The campaign will break in the U.K. this month to coincide with the launch of the House of Deréon line available exclusively at Selfridges & Co. Taking its cue from the fall collection, titled City Jungle, one photo shows her in a snakeskin-print hooded jumper, while another has her sporting suede shorts and a dolman-sleeve printed chiffon blouse.

 

The holiday campaign, which breaks in October, was shot by Terry Richardson at The Standard hotel in New York. The campaign is inspired by Beyoncé’s latest album “4” and depicts her as a modern-day nomadic woman of the world. One image shows her in a sequined blazer over a draped miniskirt, while a second one shows her in a cocktail dress. In both images, she’s wearing a head wrap and chunky ethnic jewelry and body ornamentation.

 

Both campaigns will run in magazines such as InStyle UK, Rollacoaster, SuperSuper and the international editions of Vogue and Elle.

 

Co-creative director Beyoncé said, “Working with Tony and Terry on these two separate campaigns was such an amazing experience. Their approach is so different, yet to me the end results are so beautiful in their own unique way.”

 

Designer and co-creative director Tina Knowles, Beyoncé’s mother, added, “These two incredibly talented photographers have captured such strong images of the collections and Beyoncé. I believe each will create a positive emotional reaction from our customers in the U.K. We are so excited about the launch of our House of Deréon there and are thrilled to support it with these two powerful campaigns.”

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