Beyoncé falls Crazy in Love with Topshop

The megastar is launching a joint fashion venture with Arcadia boss Sir Philip Green.

by Jack Torrance
Last Updated: 12 Dec 2018

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.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

Has the cult of workplace wellbeing run its course?

Forget mindfulness apps and fresh fruit Fridays. If we really care about employee wellbeing, we...

Cybercriminals: A case study for decentralised organisations?

A study shows that stereotypes of organised criminals are wide of the mark.

Why your turnaround is failing

Be careful where you look for advice.

Crash course: How to find hidden talent

The best person for the role might be closer than you think.

What they don't tell you about flexible working

The realities of ditching the nine to five don't always live up to the hype....

The business case for compassion: Nando's, Cisco and Innocent Drinks

Consciously, systematically humane cultures reap enormous benefits, argues academic Amy Bradley.