FASHION & STYLE: Queen Bey teams up with TopShop for a eye-riveting collection
Seeing that everything Beyoncé touches turns to gold, brands are clamoring for her endorsements like fans do to her latest releases. British retailer Topshop is the latest to benefit from the megastar’s fame.
In an interview with WWD, Topshop owner Sir Philip Green said he and Beyoncé chatted last February about doing a project together. Eight weeks later, they agreed to launch a new athletic street-wear brand, making Beyoncé the retailer’s first bonafide celebrity endorser. Green said many details still need arranging, including a team and office space: New York being the likely base of choice. He also made particular effort to specify that the brand will be entirely independent, and not a mere celebrity collaboration.
“This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office,” says Green.
The inspiration behind the line is Beyoncé’s active lifestyle, which usually revolves around rehearsing and working out, promoting her signature brand of feminine health and sexual empowerment to fans.
“She’s a great dancer,” says Green. “One of the most hard-working and talented people in the world, who spends many hours of her life dancing, rehearsing and training. This is a unique opportunity to develop this category.”
The collection will sell through Topshop in-store and online, possibly as its own entity, a “shop within a shop,” and talks with Nordstrom will kick off dialogue with other large retailers. On Nov. 5, Topshop is set to open a 40,000 square foot flagship on Fifth Avenue in New York.