Where Lipsy has Kim, Khloe and Kourtney, Misguided (somehow) bagged Nicole and Puma once teamed up with sister Solange, Topshop can now boast a forthcoming collection with one Beyoncé Knowles.
In truth, the former three pairs have nothing on the latter – though Kim’s Insta numbers do trounce Bey’s by upward of a million, which must count for something? (she shares more) – Beyoncé and Topshop is not a design collaboration, nor is it simply putting a face to a collection; it’s a joint partnership, split 50/50.
The venture – currently taking the name Parkwood Topshop Athletic Ltd., Parkwood referencing Beyoncé’s 2008 founded entertainment and management company, Parkwood Entertainment – sees Knowles and Topshop owner Philip Green make their debut entry into the sports market.
“This is not a collaboration,” Green confirmed in an interview with Women’s Wear Daily, “This is about building a brand and building a business – a separate, proper business, with separate overhead and a separate office.”
Set for an AW15 release, this morning’s announcement confirms the brand’s position as the best (read: most exciting and highly desirable) on the high street; already this year it has collaborated with adidas and Marques ‘ Almeida, as well as welcomed the return of its successul Kate Moss collection.
The scale of news that might well ‘break Twitter’ (just wait until the first images are released), fans and commentators have clogged up the site throughout the day, with responses ranging from, “BEYONCE IS RELEASING A CLOTHING LINE FOR TOPSHOP MY DREAMS ARE COMING TRUE GOD IS REAL!!!!” to “Beyoncé may finally have hit on her best fashion idea” (the latter via Vanessa Friedman of the New York Times); notably Buzzfeed has penned its excitement through a selection of Bey themed gifs.
Says the House of Dereon co-founder: “I have always loved Topshop for their fashion credentials and forward thinking.” And now she’ll get to co-curate the magic, one sports bra at a time.
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