Beyoncé Pairs Up With Topshop On Sporty Standalone Brand Copy

by Alexandra Ilyashov

2014 MTV Video Music Awards - Press Room

What’s Beyoncé’s latest project? Her very own athleisure brand with Topshop. The joint venture with the retailer will be produced under the company name Parkwood Topshop Athletic Ltd. The chicly sporty garb may launch as soon as Fall 2015, according to WWD.

Just don’t call it a run of the mill collab: The line will be a standalone business, with its own HQ and all. The endeavor started shaping up five or six months ago. Expect Beyoncé to be very involved, working with the fast fashion retailer’s product development team; she holds a 50 percent stake in the project, which will encompass apparel, accessories, and shoes.

As for how the yet-unnamed new brand will be staffed, hires will likely include a chief exec, a creative director, plus a duo of designers, one of whom will have deep experience in performance gear. When it comes to celeb-brand pair-ups, Topshop hasn’t used the same collab-happy tact as, say, an H&M or Target. An exception: its capsule collections avec Kate Moss. Besides Topshop’s stores and site, Beyoncé’s line is likely to hit the selling floor at Nordstrom outposts, where the Brit retailer has had a relationship for two years.

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