November 11, 2014

Celebrities Hijacking the Runway

Beyonce has now added London-based Topshop to her roster of fashion ventures which include three signature fragrances and the House of Dereon, women’s fashion line,  In October, 2014, Beyonce and Topshop announced they had formed a 50-50 joint venture  company, Parkwood Topshop Athletic Ltd., to produce an athletic street-wear brand which will launch in stores and online, starting around the fall of 2015.

In a move to distinguish the venture from the host of celebrity collaborations in the marketplace, Topshop owner Sir Philip Green told WWD that the venture will be a stand-alone brand, “building a business—a separate, proper business, with separate overhead and a separate office. ”

In pursuing the fast-growing athletic/leisure category, where designer Tory Burch also recently announced she is pursing, Topshop said it had been studying the category since the spring— with the intention of making a splashy entry into the marketplace.  In late October,  “Beyoncé came to our office for the last piece of the jigsaw puzzle,” Green told WWD. Beyonce’s global superstar footprint comes with her  19 million followers on Instagram, dwarfing Topshop’s 3.2 million.

The yet-to-be named Beyonce collection, which will include clothing,footwear and accessories across dance fitness and sports categories.