Beyonce is known to step out with wearing “Topshop” clothing so it makes alot of since that the mega superstar to partner with the fashion giant Topshop to create a company called Parkwood Topshop Athletic Ltd. Their main focus will be street athletic wear which will be a great addition to that market.
Sir Philip Green, Owner of Topshop and Beyonce will have a “50-50 joint venture company,” set to be unveiled in fall 2015. The brand will feature clothing, accessories + footwear designed for a range of fitness, dance and sports-related activities.
Green released a statement regarding the new company intended creative direction which 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.”
Green later told Women’s Wear Daily that the company is quite different from typical Celebrity x Brand collaborations: “This is about building a brand and building a business—a separate, proper business, with separate overhead and a separate office.”
Beyonce released her own statement regarding the exclusive new venture saying “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. 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.”
Green will hire a separate team to run the Beyoncé activewear brand because, well, it’s Beyoncé! The Parkwood team will ensure high quality and a unique creative direction for the line.