What is the name of Beyoncé’s fashion brand founded with her mother in 2004?

Beyoncé and her mother, Tina Knowles, founded the fashion brand House of Deréon in 2004. The label was named after Tina Knowles’s mother, Agnéz Deréon, whose surname supplied the brand’s distinctive spelling.

The business followed the success of clothing associated with Destiny’s Child and Beyoncé’s stage image. Tina Knowles had designed many of the group’s memorable outfits, and House of Deréon presented a more formal fashion label built around that family and performance background.

House of Deréon is distinct from Ivy Park, the activewear brand Beyoncé launched in 2016 with Sir Philip Green’s Arcadia Group. Beyoncé later became the sole owner of Ivy Park before ending the Adidas partnership in 2023.