Beyoncé and Topshop Partnering on New Activewear Company - NBC New York

Beyoncé and Topshop Partnering on New Activewear Company



    Beyoncé and Topshop Partnering on New Activewear Company
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    Beyonce seen at Harry's Bar in Mayfair on October 17, 2014 in London, England.

    We know Beyoncé loves to wear Topshop, so it makes total sense that the singer is partnering with the fashion giant on a new company focused on streetwear-inspired activewear.

    Sir Philip Green, who helms Arcadia Group, the fashion conglomerate that owns Topshop, announced the creation Parkwood Topshop Athletic Ltd Monday. The "50-50 joint venture company," set to be unveiled in fall 2015, will feature clothing, accessories and footwear designed for a range of fitness, dance and sports-related activities.

    Sir Philip released a statement regarding the new company and its intended creative direction: "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 hardworking 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."

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    While we have to wait an entire year for the collection, there is a little solace in knowing that working out might be a little easier with new Beyonce-approved duds to hit the gym in. The singer released her own statement regarding the new venture: "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."

    Sir Philip Green will hire a separate team to run the Beyoncé activewear brand. The Parkwood team will ensure high quality and a unique creative direction for the line.

    Beyoncé has stepped out in Topshop on many occasions, typically sporting her go-to crop top and skirt combos, as well as chic little dresses, shorts, and printed midis. It will be interesting to see how the singer's streetwear sensibility will translate to an athletic line — we can only imagine the cool silhouettes, printed nylons, and must-have sneakers to come.

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