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While models strut their way down the catwalk at New York Fashion Week, Beyoncé has officially announced her arrival on the fashion scene.

The singer and her mother, Tina Knowles, announced the birth of their new clothing line, to be called The House of Dereon. The line is named after Beyoncé’s grandmother, Agnes Dereon, who worked as a skilled seamstress. In their press statement, Tina Knowles had this to say, "I grew up surrounded by great style. My mother Agnes Dereon and I shared a love of fashion and style, and Beyoncé and I also share this love. We both felt it would be appropriate to name the collection after the woman who was so inspiring to both of us in our lifetime. It is a dedication to her memory and a reflection on everything that she brought to both of our lives."

The line, inspired by three generations of women who have joined together in a labor of love, is expected to hit stores in Fall 2005. The line is said to include dresses, jeans, tracksuits and accessories. The fashion legacy begins while unprecedented anticipation on the part of retailers and consumers continues to build for the debut of the women's contemporary fashion line. Tina Knowles will be the visionary creator. While Beyoncé serves as the muse for the line.

“I want young women to be able to buy something with a touch of couture, without spending $10,000,” Beyoncé told In Style magazine. " Something with great fabric and great fit. Something that’s not like anything else.”

The trademark for the line will be "Couture. Kick. Soul." It will be produced by the Knowles' company, Beyond Productions.

The House of Dereon comes right off the heels of her new perfume collection, True Star. Tommy Hilfilger, inspired by Beyoncé’s appeal, teamed up with the diva to capture her spirit in a bottle. The scent is described by Beyoncé as “soft, feminine and sexy…not overbearing.” When asked what qualities defined a true star, she answered: “Someone with confidence, values, talents and brains. We are all true stars.”

To support the launch, an extensive television campaign produced by Laurent Chanez features Beyoncé singing an exclusive rendition of "Wishing on a Star" a capella. Famed photographer, Mario Testino, shot the national print campaign.

At the True Star press launch Beyoncé described the print campaign as “beautiful.” “This is really me ... the intimacy and vulnerability which people never see. The shots were taken at my home and I sang without the band, lights and makeup. This is a peek at my private self.”

The True Star collection is now available at select retail locations globally.



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