Remember that time (or two hundred) that Beyoncé wore Topshop? Well now WWD tells us that Knowles, one of the affordable brand’s biggest celeb-advocates is partnering with the London-based business to launch her own line in stores and online as early as fall 2015!
But don’t think of this as a collaboration, as Topshop has had with the likes of Kate Moss, where design talent and celebrity influence increased the value of both partners. No, Queen Bey has insisted on a 50-50 joint venture company — Parkwood Topshop Athletic Ltd. — which will “build… a separate, proper business, with separate overhead and a separate office,” according to Topshop owner Sir Philip Green.
There’s no name yet. Or even a Creative Director or designer’s name being thrown about. But the focus is on developing an athletic street wear brand, encompassing clothing, footwear and accessories across dance, fitness and sports categories. And yes, it will be made for those who actually do athletics in addition to those who just want to look like they do.
Topshop currently has no celeb partnerships in production, its most recent being with Kate Moss around last Easter-time.
Beyoncé’s range of products living under her name extends from fragrances, to temporary tattoos, and an assortment of miscellaneous clothing collections under her House of Dereon fashion brand.