Between her #IWokeUpLikeThis morning selfies, surprise album drop, and, let’s be real, her marriage to Jay Z, Beyonce hasn't ever bothered following the crowd. So, when it comes to going the celebrity fashion line route, there's no way Queen B is going to slap her name on a capsule collection and call it a day.
WWD broke the news this morning that the pop superstar is teaming up with Topshop on a new joint venture company called Parkwood Topshop Athletic Ltd. “This not a collaboration,” Topshop owner Sir Philip Green told the trade of the 50-50 business deal. “This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office.” And, this time, the focus is entirely on activewear. Brands like Urban Outfitters, Free People, and Alternative Apparel have already jumped onboard the ath-leisure trend with spinoff workout lines, and Beyoncé's new partnership allows Topshop to cash in on the growing sector, while giving Bey the infrastructure to build out her fashion vision with relatively low risk. And, we're hedging that this collaboration actually makes sense on the racks, too; the woman's got access to every single garment, designer, and brand in the world, and routinely opts for Topshop (including the striped number shown here).
No word yet on exactly what the pieces will look like, but rest assured that everything — obviously — will have Bey’s stamp of approval. According to WWD, Beyoncé will be involved in “all aspects of the partnership,” brainstorming alongside the product development team, and of course, showing off the clothes on social media. For now, she’s reportedly working with Topshop to hire the designers and finalize the brand name. So, while we all wait for the first collection to drop next year, we suggest going ahead and renewing your gym membership now. After all, it’s what Bey would do. (WWD)