Women are already obsessed with the many workout classes that teach them to dance like Beyonce—and soon they’ll be able to follow her lead when it comes to dressing for their workouts, too.
Women’s Wear Daily reports that the mega pop star is releasing an activewear line with Topshop come fall 2015 (at the earliest), which will include “clothing, footwear and accessories across dance, fitness and sports categories… with technical performance characteristics as well as an athleisure side.” (Side note: When did we all agree that “athleisure” was a word, and how can we make it stop?!)
And given this is Bey we’re talking about, this is not your run-of-the-mill fashion collab. The line will be a 50-50 joint venture between Beyonce and Topshop, under a new company Parkwood Topshop Athletic, Ltd (Parkwood Entertainment is Beyonce’s self-made management company). And it will be sold at yet-to-be-named retailers beyond Topshop.
“This is not a collaboration,” Topshop owner Sir Philip Green tells WWD. “This is about building a brand and building a business—a separate, proper business, with separate overhead and a separate office.” Adding that, “We’ve been looking at that [athletic] sector for a while—it’s something we need to be in.”
In other words, Topshop and Beyonce saw activewear booming, liked it, and decided to put a ring on it. —Jamie McKillop
Loading More Posts...