The Associated Press reported today that Beyoncé has made an agreement with British retailer Topshop to launch the company, Parkwood Topshop Athletic Ltd., in a 50/50 joint venture to create an athletic street wear brand.
“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.”
Women’s Wear Daily (WWD) reports, “Beyoncé becomes Topshop’s vehicle to enter activewear, which is currently one of retailing’s hottest categories, and to make a strong statement with the backing of a superstar.”
One can only imagine what the collaboration will be like, but I am certain it will be anything but boring! I’m sure the critics of this new venture will bring up her House of Dereon line, which launched over 10 years ago and hasn’t been without controversy.
Even as a super fan of Beyoncé myself, I can admit that the Dereon line hasn’t always hit the mark style-wise, but I definitely owned a pair of Dereon jeans back in 2004 or so. This new venture, though, will no doubt include design and style experts from around the world to collaborate with Queen Bey to put out a line we can all die for.
In the same WWD article TopShop owner, Sir Philip Green, also mentioned the possibility of Beyoncé creating some workout videos for TopShop. (Whoa!)
The yet-to-be-named line is set to launch in the fall of 2016. How exciting!
Photos via Pinterest and are not representative of the coming collaboration.