Beyoncé teams up with Topshop for athletic streetwear label

http://www.theguardian.com/business/2014/oct/27/beyonce-topshop-athletic-streetwear-label

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Beyoncé has formed a business partnership with Topshop owner Sir Philip Green to develop a range of athletic streetwear, which will launch next autumn.

Parkwood Topshop Athletic, will produce clothing, footwear and accessories for fitness, sport and dance that will be sold through Topshop stores and websites.

Green said: “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.”

The 50-50 joint venture between the retailer and Beyoncé’s management company Parkwood Entertainment, follows Topshop’s revival of its partnership with Kate Moss earlier this year. The move reflects Topshop’s growing business in the US where it has four flagship stores and a network of concessions in Nordstrom department stores.

The Crazy in Love singer is already involved in the fashion industry via the House of Deréon brand she started with her mother. Last summer she collaborated with the H&M fashion chain. She has also worked with the Tommy Hilfiger label on a range of fragrances.

Beyoncé said: “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.”

Fashion collections are the latest accessories for pop stars. Rihanna fronted a range for UK clothing chain River Island last year, while Madonna and her daughter Lourdes’ Material Girl brand sells at Macy’s. Queen of them all, of course, is former Spice Girl Victoria Beckham, whose designer range launched in 2008 and has won her a string of awards, including being named recently as Britain’s most successful entrepreneur of 2014.