Arcadia boss Sir Philip Green is teaming up with music megastar Beyoncé to launch a new brand of fashionable sportswear. Parkwood TopShop Athletic Ltd will be a 50-50 partnership and could potentially expand to other retailers after launching in Topshop stores around the world next autumn.
'I could not think of a better partner as I continue to grow the Parkwood business. I have always loved Topshop for their fashion credentials and forward thinking,’ Beyoncé said. '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.'
Topshop often partners with celebrities to promote its wares and last year launched the second collection designed by supermodel Kate Moss. But Green was sure to emphasise that this venture is a ‘partnership’ rather just endorsement or collaboration.
‘Creating a partnership with Beyoncé, one of the most hard-working 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,’ he said.
‘Being partners with Beyoncé and her team, who have the greatest creative energy and enthusiasm, is inspiring for all of the team at Topshop.’
This isn’t the first time the former Destiny’s Child singer has dipped a toe into the business of fashion. In 2004 she launched brand House of Dereon with her mother Tina, who used to design the band's uber-coordinated outfits. Those who can cast their mind back to her early career may remember her style was, ahem, interesting in those days.
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