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. “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 said.
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. The looks will fall under the “ath-leisure” moniker, meaning that style will be emphasized equally to technical function so 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 a 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 press release.
The line is expected to drop early 2015.
|Source: Washington Post
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