Beyonce is set to design a line of athletic wear for the London-based retail chain Topshop. The singer and the store formed a 50-50 joint venture company called Parkwood Topshop Athletic Ltd., according to a news release statement released Monday. The partnership seems like a natural one, considering Beyonce’s aversion to boring old yoga pants (or maybe pants in general) and love for edgy leotards and garments — a style that permeates the rest of Topshop’s urban-minded collections.
“This is not a collaboration. This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office,” Topshop owner Sir Philip Green told Women’s Wear Daily.
The WWD report continues:
Asked how the deal came about, Green recalled: “Basically, when she was in London in February we arranged to get together. We started talking generally, about doing something together. We’ve been looking at that [athletic] sector for a while. It’s something we need to be in. Based on what she does, how she works out, the conversation got into that category. We started getting into proper conversation in May or June, as to how it would work. It took six or eight weeks to put a deal together. On Friday, “Beyonce came to our office for the last piece of the jigsaw puzzle.”
The collection will include athletic wear and footwear in the dance and fitness categories, as well as items specific to yoga. According to WWD, the looks will fall under the “ath-leisure” moniker, meaning that style and technical function will be emphasized equally so that customers can wear the ensembles pretty much wherever.
Beyonce, who is married to rapper and sports agency owner Jay-Z, sounds ready for her clothes to hit the runway (or treadmill).
“I could not think of a better partner. … 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,” she said in a news release.
The line is expected to drop in the fall of 2015.