Queen B and the British high street giant have joined forces to create a 50-50 fashion venture - a whole new experiment for Sir Philip Green
A year ago a partnership between Beyonce and Topshop was announced, today it’s been confirmed that the joint sports and streetwear venture will launch in April 2016.
Queen B and The British high street giant have created Parkwood Topshop Athletic Ltd, a label set to produce clothing, footwear and accessories across dance, fitness and sports categories, with collections aiming to be stylish and functional, offering technical performance.
According to WWD, the label is aimed for “women who go to yoga or the health club, as well as those who just want to look as if they do”.
The range will reportedly be sold in 20 counties and the 50-50 venture will be part of the Arcadia group, which also owns Dorothy Perkins and Miss Selfridge chains.
Unlike previous collaborations with supermodels and celebrities such as Kate Moss and most recently, Kendall and Kylie Jenner, this won’t be a mere collaboration but a whole company, and a new experiment for Topshop’s owner Sir Philip Green.
Beyonce has already declared herself a Topshop fan, having been spotted wearing pieces from the brand and regularly paying visits to the Oxford Street flagship store whenever she’s in London, now she partners with the Brit shop.
This is Topshop’s first shared venture, and Beyonce’s first partnership with the label, but not her first fashion venture, as the pop star already owns a clothing brand called House of Deron.
Sir Philip Green said: "We have been looking at this category as fashion inspired fitness develops, and know that this is right in our customers' heartland.
"Creating a partnership with Beyoncé, one of the most hard-working and talented people in the world, who spends many hours of her life dancing, rehearsing and training is a unique opportunity to develop this category."