Gowns and Heels

Beyoncé works it out with Topshop.

The news broke this morning that pop megastar Beyoncé is to team up with Topshop to create a new ‘athletic streetwear’ brand. This 50-50 joint venture company, entitled Parkwood Topshop Athletic  Ltd, will sell clothing, footwear and accessories across the dance, fitness and sports categories and will be available in all of the global Topshop stores and on Topshop online in the Autumn of next year. Beyoncé says of the exciting collaboration, “I could not think of a better partner as I continue to grow the Parkwood business. I have always loved Topshop for its fashion credentials and forward thinking. 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.”

cached.imagescaler.hbpl.co.ukWith the ongoing trend of streetwear and the crossover to the leisure and sport industry, this fashion brand is sure to be a winner. Alexander Wang recently launched a collection of athletic wear for H&M and with the SS15 trends set so see mesh, utility pockets and athletic inspired stripes and trim making appearances in peoples wardrobes it is easy to see why the active sports category is the fastest-growing segment of the market.

The owner of Arcadia, which operates Topshop, Philip Green explains his decision to work with Beyoncé, “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 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. Being partners with Beyoncé and her team, who have the greatest creative energy and enthusiasm, is inspiring for all of the team at Topshop. We have much to achieve in just under a year, but we are all up for the challenge, and look forward to delivering athletic streetwear in an inventive and exciting way.”

We are super excited about what to expect from Queen B.  A strong, independent woman who embraces her curves is sure to produce some amazing yet comfortable pieces that will have the double benefit of looking good whilst also being fit for purpose. Tell us what you think!

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