Image Credit: REX
Queen B and Sir Philip Green announced this morning that they are embarking on a 50/50 joint venture company, Parkwood TopShop Athletic Ltd., to design an athletic workoutwear brand that launches next autumn.
After years of providing us with cool-girl clothes via their Kate Moss collaborations, Topshop's new joint venture is aimed at gym lovers, dancers, yoga junkies, and anyone else who appreciates the sporty trend that’s reigned over the runway in recent seasons (thank you, Alexander Wang). Encompassing clothing, footwear and accessories, the collection will be as technically adept as it is stylish, ‘ensuring a dynamic fusion of fashion with the highest levels of technical performance', Topshop tells us.
Fashion and fitness have fast-tracked their relationship of late, and this partnership comes in the wake of Richard Nicoll’s Sweaty Betty pairing for spring/summer 2015 and Mary Katrantzou’s Adidas line.
‘We have been looking at this category as fashion inspired fitness develops, and know that this is right in our customers’ heartland,’ comments Sir Philip Green.
‘I could not think of a better partner as I continue to grow the Parkwood business,’ said Beyoncé, who founded Parkwood Entertainment in 2008 following the launch of her contemporary women’s fashion line, House of Deréon, with her mother in 2005.
‘I have always loved TopShop for their fashion credentials and forward thinking…. I’m looking forward to participating in all aspects of this partnership.’
The collection will be sold in Topshop stores and on topshop.com, as well as via other retailers yet to be announced.