Beyonce biography
Other ventures
House of Deréon
Knowles and her mother introduced House of Deréon, a ready-to-wear contemporary women's fashion line, in 2005. The concept is inspired by three generations of women in their family, with the name Deréon paying tribute to Knowles' grandmother, Agní¨z Deréon, who worked as a seamstress. According to Tina Knowles, the overall style of the line best reflects Knowles' taste and style. Launched in 2006, products of House of Deréon received public exhibitions during the group's shows and tours during
Destiny Fulfilled. The store, which is available across the United States and Canada, sells sportswear, denim along with fur, outerwear and accessories that include handbags and footwear. In 2004, Knowles and her mother founded their family's company Beyond Productions, which provides the licensing and brand management for House of Deréon. In early 2008, they launched Beyoncé Fashion Diva, a mobile game with an online social networking component, featuring House of Deréon.
The animal rights organization People for the Ethical Treatment of Animals (PETA) has criticized Knowles for wearing and using fur in her clothing line.
Products and endorsements
Knowles signed with Pepsi in 2002 for a promotional deal, which included appearances on TV commercials, as well as radio and Internet advertisements. She was included by the company as endorser to help accomplish wider demographic coverage. A 2004 Pepsi TV commercial in the theme of "Gladiators" featured Knowles and singers Britney Spears, Pink, and Enrique Iglesias, and the following year with Jennifer Lopez and David Beckham entitled "Samurai".
Knowles' range of commercial deals and products also includes beauty care products and perfumes. She signed with cosmetics company L'Oréal in 2003, earning her about $1 million. She launched her own fragrance called True Star, a Tommy Hilfiger scent, in 2004. As part of her contributions to the product, Knowles sang a cover version of "Wishing on a Star" for the True Star commercials, for which she earned $250,000. She also launched Hilfiger's True Star Gold in 2005 and Emporio Armani's Diamonds in 2007. Forbes magazine reported that Knowles earned $80 million between June 2007 and June 2008, combined with her album, tour, fashion business, and promotional deals. It made her the world's second best-paid music personality for this span of time.. In the period from June 2008 through June 2009, Beyoncé earned $87 million according to Forbes, putting her in fourth place on the 2009 Forbes Celebrity 100 list.
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