Brand Beyonce strikes again and this time it’s in partnership with clothing giant Topshop.
King B continues to make royal power plays by pairing up with the high-street retailer for a new athletic range.
Beyoncé Knowles and London-based Topshop have formed a 50-50 joint venture company, Parkwood Topshop Athletic Ltd., to produce an athletic streetwear brand, WWD has learned. It could launch in stores and online in fall 2015 at the earliest.
The deal is expected to be unveiled by Topshop in London today.
“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,” Topshop owner Sir Philip Green told WWD in an interview Sunday.
“I have always loved Topshop for their fashion credentials and forward thinking,” Beyoncé said.
An athletic brand with Topshop seems like destiny, given the retailer’s edgy, out-there DNA, and Beyoncé’s penchant for va-va-voom attention grabbers, on or off the red carpet. Topshop gives the leggy singer another theater to show off her assets and broadcast her fierce message of sexuality and empowering females that she brings to the stage and screen. She said she would work with the product development team Topshop puts in place to “create and produce a technical and fashion-led collection” and “participate in all aspects of the partnership.”
Beyoncé becomes Topshop’s vehicle to enter activewear, which is currently one of retailing’s hottest categories, and to make a strong statement with the backing of a superstar. Aside from the revenue potential, Green underscored the social-media potential, given the celebrity’s global popularity. She has 19 million followers on Instagram, while Topshop has 3.2 million.
Yes, yes, and yes!
This is huge in that the superstar is not merely a “face” or seasonal endorser, she’s actually creating a company with Topshop – meaning she’ll be yielding a meaty profit of sales while also benefitting from the exposure.
Once again, Bey is proving that even with her branding movements she’s one step above and ahead of the pack.