This is not a collaboration, which Chairman of Arcadia Group (the majority owners of Topshop), Phillip Green of Topshop makes very clear. “This is about building a brand and building a business—a separate, proper business, with separate overhead and a separate office,” says Green. It will be a 50/50 joint venture between the successful retailer and Beyoncé’s management, Parkwood Entertainment.
It only seems right for Bey to team up with Green for a global athletic street-wear brand. Even after being named highest paid woman in music, she is still seen wearing clothing from of her favorite affordable store, Topshop. The line will consist of clothing, footwear and accessories for fitness, sport and dance.
She’s right on time, the newest trend in celebrity branding is the fashion collaboration. Beyoncé is following in Kate Moss’ footsteps, as the model recently launched her own Topshop line. The vocal superstar has dabbled in the fashion world before. Beyoncé teamed up with her mother in 2006 to create the label House Of Déreon, however, momentum slowed and the line was discontinued in 2012.
The line is set to launch in Fall 2015, so there’s still plenty of time for excitement to build.