Beyoncé launched her fashion label House of Dereon in Selfridges during London fashion week. The collection was all about the Normadic Woman with cultural beauty and ancestral style, I was approached to create a visual introduction that helped forward this idea. I put together a small team to help as the deadline was soon approaching. The piece was projected on 8 big screens surrounding the room and also on a bright LED screen which took centre stage as the backdrop for the catwalk.