Beyoncé — who previously worked with her mother on the House of Deréon line — is looking to jump further into the fashion waters by partnering with Topshop. This venture isn’t just a clothing line collaboration; it’s the creation of an entirely new brand.
The two entities’ joint venture is called Parkwood Topshop Athletic Ltd., and will be an “athletic streetwear” brand that is planned to launch in stores and online by Fall of next year.
Topshop owner Sir Philip Green spoke on the new partnership:
This not a collaboration. This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office.
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.
Green also states that both parties were able to finalise the deal this past Friday (which now sort-of explains the singer and husband JAY Z’s recent European excursion).
Next, the brand will have to decide on an actual name for the collection, as well as hire a team to assist in the designs. According to Green, the office for the company would most likely be in New York.
We have much to achieve in just under a year… Now we can go and talk about hiring some people. We’ve been brainstorming about the name. We haven’t got there yet.
As far as Beyoncé’s reasons for teaming up with Topshop, she has stated that she’s
“always loved Topshop for their fashion credentials and forward thinking”.
I could not think of a better partner as I continue to grow the Parkwood business… Working with its 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.