Beyonce Collaborates With TopShop To Launch Athletic Streetwear Brand

Thursday, 30 October 2014

Beyonce Collaborates With TopShop To Launch Athletic Streetwear Brand

Queen Bey is launching an activewear label with Topshop, which will include “clothing, footwear and accessories across dance, fitness and sports categories”. The singing superstar has created a 50-50 partnership with the British retailer, listed as Parkwood Topshop Athletic Ltd, to produce an athletic streetwear brand, which is – as yet – unnamed.

“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 today. “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 – was keen to distinguish this venture from other high-profile celebrity collections on the market, noting that this is a “partnership” rather than a conventional collaboration.

“We have been looking at this category as fashion-inspired fitness develops, and know that this is right in our customers’ heartland,” Green said. “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. Being partners with Beyoncé and her team, who have the greatest creative energy and enthusiasm, is inspiring for all of the team at Topshop. We have much to achieve in just under a year, but we are all up for the challenge, and look forward to delivering athletic streetwear in an inventive and exciting way.”

Topshop confirmed that Green intends to hire a separate team to run the Beyoncé activewear label, including a creative director and designers.

Credit:Vogue.com

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