Beyoncé and Tina Knowles are taking their Deréon footwear line global.

Following recent expansion into Greece and South Korea, the pair announced this week they have partnered with Level One in the United Arab Emirates to distribute and market the line in the Middle East.

A soft launch will kick off this holiday season in Dubai, to be followed by a broader rollout next spring to countries including Lebanon, Saudi Arabia and Egypt.

Phillip David, president of Deréon parent firm Beyond Productions LLC, said Dubai-based Level One, which has worked with Skechers in the region, is an ideal partner. “They really understand the Middle Eastern market and have had [great successes] with other brands,” he said. “For us, international expansion is not about volume but about picking the right partners to help us build the brand.”

He added that he expects the Deréon line, which is manufactured under license by San Diego-based House of Brands Group, to appeal to the Middle East’s young, fashion-forward consumers, especially those who are fans of Beyoncé.

For their part, the Knowles are enthusiastic about the opportunity to introduce Deréon to a wider audience. “Footwear has always been a category that I am particularly fond of, and I am excited to be partnering with Level One to bring our footwear collection to this new market,” Tina Knowles, creative director and designer of Beyond Productions, said in a statement.

Up next for Deréon, David said, is northern Europe. The brand is eyeing a move into that market for fall ’11.

Take a look and see exactly what it takes to be a shoe in the House of Dereon.

Exclusive to temptu.com! A beautiful, limited-edition collection of temporary tattoos inspired by Beyoncé and created exclusively for Deréon by Tina Knowles. Commissioned by Miss Tina herself, this collectible kit of temporary tattoos includes the exclusive designs and tattoo essentials used on set to achieve the “real tattoo” looks featured on Beyoncé in Deréon’s Fall 2010 campaign. Available in three distinctive cases, each Collector’s Edition Kit features a unique set of coveted Beyoncé photographs. This exclusive assortment of temporary tattoos contains a variety of designs including signature Deréon fleur icons, rocker bolts and chains, monochromatic jewel baubles, and seductive spider designs, for a look that exudes 1960s pin-up girl meets futuristic biker chick.

Each Deluxe Edition contains:
- Collector’s Edition Box holding all three Standard Edition packaging variants(a $48 value), containing 24 Temporary Tattoo Transfer sheets (6 each of 4 designs)
- Poster digitally autographed by Beyoncé
- Limited to 500 units
- Chance to win 1 of 3 Golden Tickets (3 in 500 chance) for a Grand Prize consisting of a trip to New York City, a Beyoncé/Deréon-style temporary tattoo photoshoot at the TEMPTU makeup studio, visit to Deréon headquarters, $500+ in products, and more
Availability: In stock
$34.00

GALLERY LINKS:
Other Projects > Advertisement > House Of Dereon & Dereon > Dereon Tattoo line (2010)

Deréon has plans to brand its loyal customers starting later this fall.



Instead of setting trends, Beyoncé’s fashion line will be following one when it releases a line of temporary tattoos on November 1. Tina Knowles told WWD that the limited-edition product was inspired by Bey’s tatted up Fall 2010 ad campaign for Deréon. 



“We decided to invite Temptu to help us create custom body art for her to model with our fashions,” Tina said. “The resulting images were so strong that we realized consumers might want to re-create the tattoos themselves.”



Deréon teamed up with Temptu to create two lines of temporary skin art, featruring the label’s logo. The basic set, which will cost $16, has 8 tattoos and everything needed to apply them. But for $34, you can buy the deluxe set, which includes a signed picture of Bey and a chance to win a trip to New York. The deluxe set will only be available online.


Deréon isn’t the first label to sell a line of temporary tattoos, which before now were highly popular with the pre-teen and high school set. Earlier this year, Chanel also sold a set of tattoos worn by stars such as Sarah Jessica Parker.



The lovely ladies of The House of Deréon are back at it again and this time they are truly leaving their mark. Mother daughter combo, Beyoncé and Tina Knowles in conjunction with their licensing company Beyond Productions LLC have brought on a new partner to create a limited edition collection of temporary tattoos. That’s right, we said tattoos. Under the Deréon name, the brand has teamed up with makeup firm Temptu in an effort to make yet another impact in the fashion and beauty market.

The Deréon brand featured the some of the temporary artwork that Temptu creates in their Fall 2010 campaign, which proved to be very effective in capturing their theme of “Sixties-pinup-girl meets-futuristic-biker-chick,” as indicated by Tina. She went on to say, “We decided to invite Temptu to help us create custom body art for her to model with our fashions. The resulting images were so strong that we realized consumers might want to re-create the tattoos themselves.”

Some of the available temporary tattoo designs will include Deréon’s signature fleur icon, spiders, bolts and chains and jewel baubles designs, to mimic the theme and feel of the overall fall collection. They will be available in two different packages including a basic and a deluxe edition. Both options will consist of eight temporary tattoo transfer sheets (2 sheets each of the 4 designs); 10 tattoo application pads and one of three kit designs, each featuring a different fall/winter Deréon ad campaign image of Beyoncé, all for $16. However, if you opt to spend the asking price of $34, the deluxe edition will also include a signed photo of Beyoncé and a chance to win a trip to New York for a photo shoot. In either choice, all of the tattoos are waterproof and designed to last for two to five days. They are slated for a retail arrival date of November 1st and will be available at Sephora stores in the U.S. and Canada, Sephora Online, and at both Deréon and Temptu’s websites.

One could certainly pick-up some generic temporary tattoos at vending machine or carnival for a much lower cost and create their own designs, but the Knowles ladies are offering a boredom solution that is both fashion and consumer friendly. If you’re a die-hard Beyoncé fan or just looking for a little something to ‘spice’ up your fall fashion, these are a great addition, but don’t take to long to decide since a waiting list is being taken at dereon.temptu.com. Surprised? I think not.

What do you think, VAINSTYLE or In Vain?

GALLERY LINKS:
Other Projects > Advertisement > House Of Dereon & Dereon > Dereon Fall 2010