Beyonce is partnering with Topshop on a fitness and streetwear brand, reports Women's Wear Daily. But unlike the standard one-off celeb collaborations that Topshop has launched in the past (Kate Moss's being the latest one), the project is a long-term 50-50 joint venture company between Bey' and the British retailer.
The new joint business was named Parkwood Topshop Athletic Ltd. (after Beyonce's own production company, Parkwood Entertainment), and the clothing brand, which has yet to be named, is scheduled to launch in fall 2015. According to Topshop owner Philip Green, the deal was signed last week, after talks with Beyonce began last February: "This not a collaboration," Green told WWD. "This is about building a brand and building a business -- a separate, proper business, with separate overhead and a separate office."
The collection is said to cover clothing, footwear, and accessories across dance, fitness, and sports. Two designers will be masterminding the project: a fashion designer, and one specialising in technical sportswear.
"I could not think of a better partner as I continue to grow the Parkwood business," Beyonce said in a statement. "I have always loved Topshop for their fashion credentials and forward thinking. Working with their 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."