Sir Philip Green, who helms the fashion conglomerate that owns Topshop, announced the creation Parkwood TopShop Athletic Ltd today. The “50-50 joint venture company,” set to be unveiled in fall 2015, will feature clothing, accessories and footwear designed for a range of fitness, dance and sports-related activities.
Green released a statement regarding the new company and its intended creative direction: “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.”
Green later told Women’s Wear Daily that the company is quite different from typical Celebrity x Brand collaborations: “This is about building a brand and building a business—a separate, proper business, with separate overhead and a separate office.”
While we do have to wait an entire year for the collection, there is some solace in knowing that there will be Beyoncé-approved duds to hit the gym in. The singer released her own statement today regarding the new venture: “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.”
Green will hire a separate team to run the Beyoncé activewear brand because, well, it’s Beyoncé! The Parkwood team will ensure high quality and a unique creative direction for the line.
Beyoncé has stepped out in Topshop on many occasions, typically sporting her go-to crop top and skirt combos, as well as chic little dresses, muscle shirts and printed midis. It will be interesting to see how the singer’s streetwear sensibility will translate to an athletic line—we can only imagine the cool silhouettes, printed nylons and must-have sneakers to come.