*Beyonce is launching an activewear label with British retailer Topshop, which will include “clothing, footwear and accessories across dance, fitness and sports categories,” reports WWD.
The as-yet-unnamed athletic streetwear brand is part of Bey’s new 50-50 partnership with Topshop.
“I could not think of a better partner as I continue to grow the Parkwood business. I have always loved Topshop for its fashion credentials and forward thinking,” Beyoncé said in a statement. “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.”
Philip Green – owner of Arcadia, which operates Topshop – says this venture is different from other high-profile celebrity collections because it’s a “partnership” rather than a conventional collaboration.
He told WWD: ”This not a collaboration. This is about building a brand and building a business – a separate, proper business, with separate overhead and a separate office.
”When she was in London in February we arranged to get together. We started talking generally, about doing something together. We’ve been looking at that [athletic] sector for a while. It’s something we need to be in. Based on what she does, how she works out, the conversation got into that category. We started getting into proper conversation in May or June, as to how it would work. It took six or eight weeks to put a deal together. On Friday, Beyoncé came to our office for the last piece of the jigsaw puzzle.”
Topshop confirmed that Green intends to hire a separate team to run the Beyoncé activewear label, including a creative director and designers.