Beyonce and Topshop are launching an activewear brand together
We need to sit down.
Some incredible news coming your way this morning. Beyoncé has long been one of Topshop's most visible celebrity fans, so perhaps a collaboration was inevitable. But the new Topshop-Beyonce venture is much, much more than just a collaboration.
Speaking to WWD, Topshop owner Sir Phillip Green was keen to stress that the upcoming Beyoncé-Topshop partnership was more than your standard celeb collab. “This not a collaboration," he said. "This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office."
To that end, Beyoncé and Topshop have formed a 50-50 joint venture company, called Parkwood Topshop Athletic Ltd. What will they be making? Activewear – clothing, footwear and accessories informed by streetwear and, hopefully, Beyoncé's distinctive style. The collection will cover the dance, fitness and sport sectors and it won't just be stylish – the company are looking to hire a team that know and can design performance-led technology too.
Beyoncé said in a statement, "I have always loved Topshop for its fashion credentials and forward thinking. Working with its development team to create and produce a technical and fashion-led collection is exciting, and I'm looking forward to participating in all aspects of this partnership."
The collection should roll out by Autumn 2015, and will be sold in Topshop stores and other retailers. If it's anything like the threads Bey's wearing in Pretty Hurts, consider us her number one customers.