Beyoncé and Topshop: five reasons to celebrate
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Version 0 of 1. “Beyoncé to team up with Topshop to design an athletic streetwear brand,” screamed the internet this morning – an excellent start to the day if ever there was one. While celebrity and fashion collabs are 10 a penny (see the Kardashians and Lipsy), this one is meant to be more of brand in its own right, a 50/5 alliance between Topshop and Beyoncé’s company Parkwood. However it’s sold, though, it totally makes sense. Here are five reasons why: Bey hearts Topshop The singer regularly goes on a supermarket sweep of the Oxford Street flagship, whenever she’s in town. Her most recent splurge came in March, when she was here to play some dates at the O2. Like a live “haul video”, she then proceeded to wear the clothes and post pics on her Tumblr – a striped dress for a night out in London, double denim for culture in Amsterdam. Everything promptly sold out, obvs. She’s already nailed the buzzy retail category ath-leisure Alexander Wang can have health goth. Beyoncé knows how to work street-meets-sporty, the fusion currently seen as the future of retail. Her tour costumes by Diesel and Versace work so well because she has established a stage formula: it’s basically a leotard and tights and it looks amazing. Said leotards will no doubt be part of any potential range, but mere mortals might like to wear them with a pair of boyfriend jeans. It’s alpha meets alpha Beyoncé and Sir Phillip Green in a meeting room is the kind of situation that flies and walls were made for. Just imagine how long it took for their PAs to sync their schedules. Green said that they had bashed out the deal over six months and that the singer came to the Topshop office on Friday to “for the last piece of the jigsaw puzzle”. Arguably, the jigsaw is still incomplete: the collection has no name, nor staff attached. But, as both of these big cheeses know, those are things for minions to work out. She works out – a lot Beyoncé has the perfect bod to show off these clothes – see her in a croptop for proof. It’s one of her favourite elements of an off-duty looks, especially as part of a co-ord (see top and skirt, or top and shorts, in matching fabrics). With the possibility of Beyoncé-led workout videos for the website (as suggested by Green), perhaps we’ll all be joining her in the world of stomach-baring soon. It’s a chance for Bey to stretch her fashion muscles properly She’s ventured into fashion before – see the House of Dereon, the brand created with her mother. But after a jazzy launch in London, the momentum eventually ran out. The most recent collection we can find online is from 2012 and, all glamour and rock’n’roll, seems a bit Dangerously in Love-era, than Beyoncé Beyoncé. With videos for her latest album featuring lots of – you guessed it – leotards, hotpants and legwarmers – an ath-leisure line is much more on brand. |