Beyonce’s fall ad campaign for the House of Dereon: busted or beautiful?


I really feel like The House of Dereon is the bête noire of the Beyonce-Jay-Z Empire. Everything that Jay and Bey touch must turn to gold, and to their credit, almost everything they produce feels labored over and special. The one exception to their whole vibe of “luxury, elitism, special-ness” is The House of Dereon. Because it looks like what it is – WalMart crap. Cheap designs, made inexpensively and sold to the Bey-stans at a huge mark-up. The House of Dereon was started as a pet project between Beyonce and her mother Tina. Personally, I think Tina should get most of the blame – I feel like we’re seeing her tacky fingerprints all over this mess, more so than Beyonce. Bey can be kind of tacky too (at least, her style can be kind of tacky).

Anyway, these are some shots from the latest House of Dereon fall ad campaign, starring Beyonce of course. The styling, the way these ads are shot… it’s not completely awful. At least they look professional and somewhat luxurious, which is definitely an improvement from past Dereon ad campaigns. As for the clothes… well, this is how Beyonce has been dressing ever since she gave birth (cough). Like, she just jacked Zoe Kravtiz’s 2011 style and slapped a “Dereon” label on it. I’m so sick of those hats and those sunglasses!!

I would love to know how much money this Dereon crap brings into the Beyonce Empire. I can’t imagine that it’s seen as a respectable, quality label.

Ads courtesy of House of Dereon.

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101 Responses to “Beyonce’s fall ad campaign for the House of Dereon: busted or beautiful?”

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  1. Anna says:

    House of Hair Extensions and Thunder Thighs

    (I’ll take House of Ivana anyday over this!)

    • BB says:

      I will admit, years ago when HOD first came out I was so excited. I’m a fan of Beyonce’s. However, their clothing line HOD is nothing to brag about. The clothes look so cheap. Beyonce’s mother Tina Knowles has a clothing line with WalMart.

      • Jessica says:

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    • su says:

      body-shaming is unnecessary.

    • Pippa says:

      Er what?? Yeah the line looks tacky as hell but there’s no denying her body looks unbelievable in these pics. I mean jeez if the second photo is ‘thunder thighs’ I’d hate for you to see mine!

  2. Happy21 says:

    Why does Beyonce insist on modeling her own clothing line?

    It would seem less egotistical to actually hire a model to wear these clothes. Instead, she wears the clothes and remind us that they are not for anyone, they are for people that are built like Beyonce since the clothes are obviously made for her.

    Dumb!

    • su says:

      how silly! so if she had some skinny model instead, it would make the clothes more inclusive? it is HER brand, she can be the face of HER brand.

      try again.

      • menlisa says:

        You Beyonce stans are truly dimwitted. In Happy21′s post where did she/he state that skinny models should be used?
        Models come in all sizes.

      • su says:

        for some reason I cant reply to the person who replied me…

        @menlisa the previous comment made the comment about clothes being ‘built for her’ what other way was I supposed to take that statement? Reading comprehension is your friend sillybilly! how does that refute my point about her being the face of her own brand? It doesn’t does it? STAY pressed.

    • PinkPunk says:

      Ahhmm, yeah, because clothes modelled by models just scream “this is for everybody”,if “everybody” is over 5’11 and under 120 lbs…

  3. shontay says:

    I think she looks great. Only she can actually wear this stuff. Not interested in Deron anymore. When it first started, I loved the plus size jeans. They fit well and were one of the few jeans that didn’t expose your crack. Now, the sizing is all off and the designs are super tacky. I don’t want a bunch of crap all over my jeans. Well, whatever.

    • MJ says:

      I totally agree! I have the same problem and all of that spangly crap is just hideous.

      I’ve found a brand of jeans from Atlanta that are made specifically to eliminate the dreaded waist gap for us bubble-butted ladies: http://www.pzijeans.com I swear up and down that I have nothing to do with this company – they’re just the only jeans that fit me properly and I love letting other women know about them. They have a lot of tacky styles, but also several classic ones that are really basic.

  4. G says:

    Same earrings, same hat, same walking pose, same hair, same lipstick…WTF.

  5. lori says:

    Beyonce is a really beautiful woman. But her style is has always been awful. Truely awful.

  6. tru tru says:

    I didn’t think anyone wore this stuff..

    I see it in TJ Maxx for pennies.

    nahhhhh, not my style and I hate those hats, ladies wear them back on the head it looks silly. its NOT hip-stery.

    no offense to ladies on here that choose to wear that style of hat.

    I would wear anything B has on, well maybe the earrings.

    I do think she is pretty though.

    .

  7. Nikzilla37 says:

    Only Beyonce could look that svelte after having a baby. $$$

  8. Ainsley says:

    The pic in the animal print skirt is decent, but you know these clothes look cheap as hell up close. It’s like H&M–their clothes look great in ads and then you go to the store and it’s like tissue paper. Beyonce should drop Dereon and come up with a new line.

    • Chicagogurl17 says:

      ^This exactly! You spend hard earned money and the clothes shrink and fade on the first wash no matter how careful you are and they seem wrinkled all the time.

      They should have used more styling for this shoot, surely they could have pulled the hair up, changed out the footwear/earrings.

      Hate the boots. Those printed pants and harem pants need to die a permanent death. Who looks good in them?

    • MST says:

      I agree about H&M. Their clothing is not well made. As for Dereon, well, let’s just say that I’m not in their target demographic.

  9. Bite me aka aniston says:

    Mama knowles style is super tacky and cheap looking

  10. idk says:

    Did they elongate her legs with photoshop? They seem longer than usual. I don’t like House of Dereon, and I doubt most people think of it as “couture”. It seems sort of cheapy to me…but that’s just my personal taste.

  11. Crystal says:

    Stunning woman.

    Bey, girl, now you know I love you but you must be out of your damn mind if you thnk you can try and sell me this tacky ass ‘House of Deranged’ line whilst you rock Gucci and Marc Jacobs. You would’t even have Blue where this ratchet mess. Stop. Seriously. Just stop. Bring me a new album and get to workng on a new tour honey. This clothing line thing you have going on…it ain’t working sweetie.

  12. suki says:

    My first thought when I saw the thumbnail for this story: Boy George.

    • reddmasters says:

      Oh, Suki! You said it first!

    • Jo 'Mama' Besser says:

      I thought that as well. I also thought of George Michael in. the ‘Monkey’ video and Martin Gore in the ‘Music For The Masses’ era. Even in his falling into seizures drunk days Martin Gore was King Cool in comparison. Now that everyone’s sober, it’s up to us to pretend that we can’t see these campaigns and shuffle along.

  13. hoya_chick says:

    What does “Couture. Soul. Kick.” mean?! That doesn’t even make any sense. I don’t know anyone who wears this stuff. Looks so cheap and tacky.

    • su says:

      its called google. use it.

      • deehunny says:

        @su- you know that’s not what she meant so stop being nasty.

        I was thinking the exact same thing when I read the slogan. They should replace it with, “Cheap. Busted. Tacky.”

  14. TheOneAndOnlyOnly says:

    Agree happy21 why not hire a non-white model and give her a job celebs have taken over mag covers/cosmetic ads, but this chicks a narcissist so that won’t happen;and if i want real fashion i’ll go on youtube watch some 90s catwalk shows with supers like Linda Evangilista,yasmeen ghauri,etc. This girl’s vanity, lack of intelligence, and insipid personality detract from whatever average talent and looks she has imho. Anyone know where these clothes are made, and has beyonce ever been asked that hard question?

    • Dhavy says:

      ^THIS +1000000

    • su says:

      it iS HER brand, she can be the face of it if she wants to, why is this so hard for people to understand? No-one gets in a tizzy when gwen stefani is in the adverts for her clothes….average talent? GURL PLEASE! you are too pressed

  15. DavidBowie says:

    Ewwwwwww!

  16. GirlOne says:

    “Couture. Kick. Soul.” What sort of slogan is that?

  17. Psyren says:

    I love how it’s called HOUSE Of Dereon. Like it’s a real fashion house.

  18. CurlyMac says:

    Really bad. Very Wet Seal in the ’90s. Just no.

    • Nessa says:

      Excellent call! Totally forgot about wet seal, but this is exactly what it looks like. Not good… At all.

    • Carolyn says:

      I thought of Bananarama Cruel Summer when I saw the hat as well as any early 90s video (Technotronic Pump Up the Jam)?

      Joining the chorus of howls of protest at how awfully cheap & nasty those clothes are. Apart from the horrible ad campaigns Beyonce wouldn’t wear those in a fit. Hypocritical, really.

  19. heidi says:

    Major fail!

  20. Kittypants says:

    Tacky and classless. Who is she trying to kid with this crap?

  21. Reece says:

    Tack-Kay! Btw don’t they steal the designs? Like blatantly steal them.

  22. lucy2 says:

    When they first started I remember seeing a pretty dress or two, but then everything she wore on the red carpet was truly horrific. This looks no better.
    The whole thing feels like a gifted company to give her mom something to do.

  23. faye says:

    I’m sad that 80s and early 90s fashion had come back into style. Whenever I see it I think of the Fresh Prince of Bel Air.

    • Jo 'Mama' Besser says:

      I’m pretty sure I saw Naomi Campbell wear that cutout dress when she guest-starred in that episode about going clubbing with Geoffrey. Hers was dark blue, I believe. Of course Will had to interfere because the fictional ‘Will Smith’ of Bel-Air Land is human garbage.

      I can’t watch that show anymore, Will’s character is such a self-absorbed and destructive asshole that I actively want really bad things to happen to him. That West Philadelphia gang violence should’ve taken him and his entitled, self-reverential mama down as far as I’m concerned–that slag’s going to skip her sister’s wedding because she’s marrying a white guy? And she was SOO good at picking ‘em, huh? Did Ben Vereen ever come back? And what was with the constant ‘I raised you’ junk? Last time I checked, your family members weren’t serfs, so whoever told you that you have the final say in who people can marry is woefully misguided. Call CPS 20 years ago, don’t weaponize your past to manipulate family!

      No, both those characters (Will and his mother) needed good and frequent smacks…with a pistol…or a knife.

      • I Choose Me says:

        I read your comment and found myself raising one hand like I was at a tent revival and I was feeling the Holy Ghost. Started re-watching that show recently and I can’t believe how adolescent me never realized just how obnoxious disrespectful and just plain selfish Will’s character was. And yes! Dear lord I could not stand his self-righteous, judgmental momma.

      • Jo 'Mama' Besser says:

        WE ARE OF ONE MIND. Preach these truths!

        I dunno, at least it wasn’t Homeboyz In Outer Space.

  24. bokaki says:

    I’m not a fan of the Kardashians. BUT they appear to have a little tiny bit better fashion sense and class than Beyonce. I still think of them as trash though…

    • su says:

      kardashians have more talent and class then Beyonce?! this is how I am SURE your hatred is irrational? That statement was pure lies.

  25. anya says:

    Hm, not sure if this is worse or better than the kardashian kollection…
    In general, celebs need to stop thinking that they should be ‘designers’ just cos they like clothes.

  26. twoblues says:

    House of Dereon?
    More like House of Horror.

  27. lw says:

    The problem is that there is nothing inspired about any of the clothing. You can find a variation of all of these looks at mall stores like Express/H&M/Bebe right now. Her line is a joke and I really wonder who buys it. And where does it sell? Online only?

  28. Dena says:

    I have come across individual pieces from the HOD that have had the potential to look couture (sophisticated?), to have kick (a sense of energy and pizzaz?) as well as soul (a funky, jazzy, earthy, urbane sort of style?), but once you pick up the piece for closer inspection and then look at the collection as a whole, the cheapness (not talking about price but the overall look and feel) as well as the tackiness is overwhelming.

    There are some cheap, tacky things that you can buy and incoporate into your wardrobe (play ‘em up/plan ‘em down) and they’re cute. Ya know, it flows. It works. But their stuff (Beyonce, Tina, and Solange) is tacky as all get out. Perhaps they are truly on a different vibe or are trying too hard to be something they are not.

    I truly don’t understand how they can sell that stuff in good conscious. Perhaps they make the stuff using one type of fabric then when they send it to the Chinese manufacturer they give the instructions to make it using the cheapest material that can be found.

    • Jo 'Mama' Besser says:

      Oh, I thought Lozenge was coming up since she changed her hair, I guess I was wrong.

    • Dredz says:

      I saw the designs Tina came up with for Destiny’s Child when they first came out. OMG! The horror!!!

  29. Sean says:

    She stole the style from Boy George.

  30. Hotpockets says:

    I am tired of celebs slapping their names on EVERYTHING, whether it be skincare, fragrance, clothing, it just screams I’m a cash-cow and nothing I do has integrity behind it.

  31. marie says:

    I’m a t-shirt and jeans kinda woman, so I know nothing about fashion..

    She’s a beautiful woman, but I hate those sunglasses..

    • Jo 'Mama' Besser says:

      ‘She’s a beautiful woman, but I hate those sunglasses..’

      I think you just proved that you know something about fashion.

  32. Eleonor says:

    Beyonce has an horrible fashion sense (remember that monstruosity she wore at the Met? The one which showed her ass), she usually dresses bad.
    This line not only looks cheap, but it’s also overpriced. You can go to H&M and find the same stuff.
    I’m surprised it still exists.

  33. Katie says:

    Her affinity for shameless self promotion makes it impossible to take her seriously. Exactly who does she think she is? What does she do that is so important?

  34. Lizbet says:

    Victoria Beckham for Curves.

    Seriously, who makes clothing that can only really be worn by the person who created it? Isn’t the point for it to SELL?

    • su says:

      how is this worse than the designer that have size zero model in their ad campaigns and sell to people who are obviously bigger than them. how does your sentence make sense. Are you suggesting Beyonce makes clothes that only fit her? They should fit her, it HER line, but somehow this ad campaign means they wont fit anyone else? When did skinny model= universal? i detect some body-shame here…

  35. Daria says:

    I don’t wear celeb clothes but the line looks like it’s getting a little better.
    She looks beautiful in the 1st pic.

  36. Pollo says:

    bus-ted.

  37. Rachel85 says:

    I hate celebrity ‘designers’. The clothes are awfully made, way overpriced and complete rip offs of actual designers. I enjoy Beyonce as an performer but they should stop this line. It’s not good

  38. asda says:

    completely photoshopped especially from the waist down

  39. wilkiecollins says:

    I am so sick of these over photoshopped ads(not just this one) these people know we see the candid shots, right?

  40. some bitch says:

    It all looks pretty cheap, tacky and disposable. Bleh.

  41. XOGAMI says:

    Please Kaiser, keep exposing Beyonce for who she is, you were doing a fine job but then many of your Beyonce posts as of late have been as*-kissing crap. Expose FAKEYONCE!

  42. Nava says:

    Is she butt flossing in the 2nd photo?!

  43. A. says:

    It’s very Nastygal.

  44. Aud says:

    House of cheap looking trash that says, “Hello, I’m a hooker.”

    • Viv says:

      Ha! The ads say: Where catwalk and sidewalk meet. Unbelievable. like saying out loud it’s hookerish.

  45. LastDaze says:

    Didn’t read all the posts. Did anyone say she looks like Boy George in that hat?

  46. Miss S Ippi says:

    Fugly, cheap, tacky. The clothes, too.

  47. floridaseaturtle says:

    Two things came to mind,
    1) what if you saw someone dressed in those exact clothes in your local mall, or even walking across a parking lot. (wouldn’t/couldn’t be the beach, because of the shoes.) Would you wonder if they were a hooker, or.. just odd?
    2) you know the hamburger ads, like the ones on the digital screens and ads of major burger chains, the ones dripping with juicy goodess and desire.. you know that’s not real food they photographed. . . right?

  48. Jill says:

    First of all what you see her wear is not what is going to be in the line. They have the ugliest items and the cheapest, subpar clothing on their racks to sell to folks. And they are expensive. I saw the ads too and thought “oh that is cute” but then you see the actual line for sale and your like “WTF!!” False advertising.

  49. Dana says:

    BUSTED!

  50. Jilly Bean says:

    when i pick up something at winners with a dereon tag i drop it even faster…

  51. MizzVJJ says:

    Chinese.Sweatshop.Garbage. <There I fixed it for you Beyonce

  52. eric says:

    Busted as Usual, Chinese made polyester garbage.

  53. Amanda_M87 says:

    I hate the name House of Dereon. It sounds like House of Diarrhea.

  54. dizzy says:

    Tacky, of course. Her stuff will end up at “Fallas Paredes” (like always).

  55. Maggie says:

    Is that even her? She is too airbrushed, they have made her look younger and slimmer. LMAO!

  56. dooliloo says:

    DEAR Beyoncé, I DARE you, I DOUBLE DARE you to wear this on the red carpet or even the street, then perhaps I’ll consider to take a look.

  57. Gigohead says:

    True confession..I got a pair of the sunglasses for 5.99 on some amazon site. I swear to God the stuff is so cheesy but cheap!!! The sunglasses look good though, but I would have not paid not even 10 bucks for them the 6 bucks was a tie breaker. LOL! I see the handbags on clearance at Pay Half in NYC for a low as 30 bucks. And I don’t even consider it at that price!!!

  58. dee says:

    they’re so tacky, it’s embarrassing

  59. Trashaddict says:

    My initial reaction to the first photo was “Boy George”.

  60. kibbles says:

    I was surprised to see her clothes on ASOS just recently. With her star power, I understand that she can do better than Walmart of KMart even if the quality of her clothes are Walmart quality. I can see her clothes being sold at JcPenney or maybe even Macy’s (like Jessica Simpson’s line). I think ASOS should stick to UK designers. Featuring Dereon on their site is a mistake in my opinion.

  61. NeNe says:

    I personally do not like them. To me, they look busted.

  62. RHONYC says:

    *whispering under my breath*

    no,no,no,no,no,no,no,no,no,no,no,no,no,no.

  63. Dredz says:

    Anything that Beyonce wore in the past few years were rather cheap looking, although I’m sure they came with huge price tags. She makes silk looking like polyester. She’s the opposite of Sharon Stone who wore a $9.99 Gap turtleneck to the Oscars and made it look like pure class.