Global superstar Beyoncé Knowles has gone into equal partnership with Topshop under Parkwood Topshop Athletic Ltd to create a new street wear collection.
The unnamed label will encompass clothing, footwear and accessories across dance, fitness and sports categories.
Owner of Arcadia Phillip Green told WWD: “This is not a collaboration. This is about building a brand and building a business – a separate, proper business, with separate overhead and a separate office.
“We’ve been looking at that 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, Beyoncé came to our office for the last piece of the jigsaw puzzle.”
Beyoncé has been interacting with the Topshop brand regularly over the past few months as she recently enjoyed a free three-hour shopping spree in the Oxford Street store, and has been spotted in their apparel constantly in the media.
Celebrity collaboration seems to be increasingly popular with high-street brands at the moment as we eagerly await Alexander Wang x H&M to hit the stores.
Here are Fashion North’s five favourite high-street collaborations from the past few years.
1) Versace for H&M November 2011: Who can forget the hype behind this incredible launch with H&M? This marked the start of many high street collaborations, within the H&M brand and outside of it, and was a wash with colour, pattern and gaudiness just how Versace should be.
2) Anna Della Russo for H&M October 2012: To be honest, this collection was very unforgettable, however, it did bring the most catchy promo video that fashion has ever seen. We need a fashion shower!
3) Rihanna for River Island Spring 2013: Love her or hate her, the first Rihanna for River Island collection was a corker. With acid yellow crop tops and boiler suits galore, we found love in a fashionable place.
4) Kate Moss for Topshop April 2014: Thousands of people queued outside the Oxford Circus Topshop store to get first dibs on this collab, and with good reason. Recreating classic Kate Moss outfits, the line was a fashionistas dream wardrobe.
5) Fearne Cotton for Very: Everyone’s favourite style icon Fearne Cotton has a permanent collection with the online retailer Very and we love her casual laid back look.