Who better to understand the buzz surrounding athleisure apparel than the Queen B herself, Beyoncé. On Monday the 33-year-old singer announced a 50-50 joint venture with Topshop owner Sir Philip Green to design and develop a collection of athletic-inspired streetwear, coined Parkwood Topshop Athletic Ltd.
The women’s collection, to be sold at the British retailer’s stores and e-commerce sites beginning next fall, will include clothing, footwear and accessories geared toward fitness, sport and dance.
Topshop often works with celebrities to promote its fashion-forward designs, however, Green stressed that Parkwood Topshop Athletic is a true collaboration. Green said, “We have been looking at this category as fashion-inspired fitness develops, and know that this is right in our customers’ heartland. Creating a partnership with Beyoncé, one of the most hardworking and talented people in the world, who spends many hours of her life dancing, rehearsing and training is a unique opportunity to develop this category.”
Beyoncé said, “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.”
Parkwood Topshop Athletic isn’t Beyoncé first foray into fashion. In 2004, the signer launched House of Deréon alongside her mother. She’s also worked on fragrances with designer Tommy Hilfiger, and last year was the face of H&M’s swimwear collection.