BEYONCE is launching an activewear label with Topshop which Sir Philip Green insists is more than just a celebrity collaboration.
The ‘Halo’ hitmaker will work with the high street store in a 50-50 partnership to produce an athletic streetwear collection, which has not yet been named but will include “clothing, footwear and accessories across dance, fitness and sports categories”.
The 33-year-old singer said: “I have always loved Topshop for their fashion credentials and forward thinking.”
Arcadia tycoon Sir Philip Green, whose company operates Topshop, insists the venture isn’t just another celebrity collaboration.
He told WWD: “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.
“When she was in London in February we arranged to get together. We started talking generally, about doing something together. We’ve been looking at that [athletic] sector for a while. It’s something we need to be in.
“Based on what she does, how she works out, the conversation got into that category. We started getting into proper conversation in May or June, as to how it would work. It took six or eight weeks to put a deal together.
“On Friday, BeyoncÃ© came to our office for the last piece of the jigsaw puzzle.”
The retail giant confirmed he will hire a separate team to run the new label, including a creative director and designers.
He added: “We’ve been brainstorming about the name. We haven’t got there yet.” â€“ Bang Media