Beyonce: Where Did It All Go Right?

BEYONCÉ’S pregnant, she’s got an album out, another perfume, a clothing line and a lot of hair.

You knew all that though didn’t you, because more importantly than all of those things, Beyoncé is a brand.

And thanks to the launch of her House of Deréon fashion label in Selfridges stores nationwide, I got my first insight into Beyoncé brand awareness along with a swarm of celebrities, journalists, well-known bloggers and blaggers in the car park of Selfridges, London.

It was Beyoncé’s party and if she wanted to have a curtain of smoke with a picture of her own face infused in it, then who was I to waft it away?

This wasn’t any car park though. It had been Beyoncéfied, ready for a tribe of models who had all been styled to ooze ‘Couture, Kick, Soul’ – that’s the House of Deréon slogan, representing the tastes of Tina Knowles, Beyoncé Knowles, and the late Agnés Deréon, Beyoncé’s grandmother.

Taking inspiration from Beyoncé’s world travels apparently, the overall look was predominantly African-inspired judging by the range of exotic patterns and prints. It’s not an overly expensive range either, with prices ranging from £50 for a top to £110 for a jacket, making it affordable for fans of Beyoncé who want to emulate her style.

There was no Kelly Rowland, no Jay-Z (unless he was hiding backstage) and no sign of Solange Knowles (Beyoncé’s sister) at the fashion show. There was also a rumour that Gwyneth Paltrow was delaying the start of the show but there was no sign of Bey’s BFF either. Instead, Beyoncé came striding out with the Queen Mother herself, Tina Knowles, creative director of House of Deréon, to a front row filled with celebs - half of whom she probably wouldn’t recognise.

Rochelle and Vanessa from the Saturdays, Chipmunk , Mr Hudson, Ellie Goulding, Paloma Faith and Rachel Stevens were all in attendance. Hollywood actress Rosario Dawson was there too, as was Alexandra Burke (she wasn't crying this time) and Rita Ora (a singer signed to Jay-Z’s label). Both wore House of Deréon, naturally.

Lynda Moyo meets Rosario Dawson

Beyoncé is now so famous you don’t even need to say her last name. So when you see her in the flesh, it’s like a mirage. The hair, the glitzy outfit, the heels, the fixed Colgate smile – she’s a cardboard cut-out of herself. Her mum was equally poised and impressive, looking like a woman half her age (that’ll be Beyoncé then) as the two walked hand in hand down the catwalk.

Then it all got even more surreal. The after party, held at Under The Bridge nightclub in Stamford Bridge, owned by the extravagant Chelsea FC owner Roman Abramovich, provided great insight into the life of a super celebrity.

Glamorous? Absolutely. But also extremely self indulgent, because unfortunately that appears to be what it takes to get to the top these days. It was Beyoncé’s party and if she wanted to have a curtain of smoke with a picture of her own face infused in it, then who was I to waft it away?

Alexandra Burke

We were escorted to the club in blacked out coaches playing Beyoncé’s latest album 4. Upon entering the club we were offered samples of her latest fragrance Pulse. We walked through Beyoncé’s face (see last paragraph), to a Beyoncé inspired playlist featuring, yep you guessed it, Beyoncé, her husband Jay-Z and other RnB/pop artists she’d approve of. Her music videos for ‘Run The World (Girls)’ and ‘1+1’ were on loop on the big screens. Forget House of Deréon, it was like the House of Worship.

Funnily enough, Beyoncé herself seemed rather unassuming. She sat in the VVIP area within the VIP area chewing gum, sipping a soft drink and chatting to her mother and later, protégée Rita Ora. She was all smiles while her team of bodyguards acted like they were on the frontline as onlookers in the NVIP section (not very important) tried to take photos. Anyone would think they were trying to take her (couture, kick) soul.

Rachel Stevens and Mr Hudson

Interestingly, Jay-Z raps in the song ‘That’s my bitch’ (off his latest album Watch The Throne) “You belong in museums,” when referring affectionately to his wife. He’s right. She’s revered, protected and affected like a sacred statue or religious idol, in a society so enveloped in celebrity that we’ve taken to placing them up there on thrones, in the VVIP section of course.

Beyoncé may as well have been behind glass. And if she was, most would have their noses pressed up against it. Yet she seemed unfazed by the adoring attention as she sat behind her military. I guess she’s used to it after over 15 years in the game. And like Cinderella, by the stroke of midnight, Beyoncé had left the building.

I looked for her House of Deréon shoe on the stairs, but she’d taken it with her. Probably because they weren’t affordable House of Deréon shoes at all, they were $1195 a pair designer Ruthie Davis shoes. She’s no fool that Queen B.

The A/W 2011 collection, City Jungle, is available in Selfridges from September 12.

Follow Lynda on Twitter @lyndamoyo