As you might expect, Beyoncé chose clothing for sports, dance and active lifestyle, the release of which will be paid in equal shares by the singer herself and the popular British retailer. Despite the fact that the concept of the brand has already been determined, and the business plan has been drawn up, it still does not have a name. It is only emphasized that the deal concluded between Parkwood Topshop Athletic Ltd and Beyoncé is a partnership in full measure of the meaning of this word, not a one-time collaboration and not a temporary collaboration. And this should be the hallmark of the brand, distinguishing it from the huge number of joint collections that appear on store shelves every month. To work on it, a separate team of designers will be assembled, a creative director will be appointed, in close cooperation with whom the star will work.
“I cannot imagine a better partnership,” Beyoncé admits to journalists, “because I have to develop the ideas of my favorite brand. I have always been impressed by Topshop for their unique and cutting-edge approach to fashion. It takes my breath away to think about working with their creative team, thinking about and creating collections under their creative and technical guidance. And I look forward to participating in every step of this partnership.
“We have chosen the active lifestyle and fitness clothing category because it has grown dynamically in recent years, and I know that many of our customers love it,” said Philip Green, Arcadia owner who works for Topshop. - Collaboration with Beyoncé, one of the most hardworking and talented women on the modern stage, who spends a lot of time training, rehearsing and working in the dance hall, is a truly unique opportunity to better explore this direction. The opportunity to become partners and part of a team inspires everyone who works at Topshop, not least because Beyoncé herself is full of creative energy and enthusiasm.
The first fruits of the collaboration can be seen in the stores of the British chain in a year. Such a short time allotted for the development of a new collection, design and advertising of the brand inspires concern, however, Green assured that the specialists selected by Topshop will certainly cope.