Beyonce has signed a deal with London based label Topshop to create an athletic streetwear brand. The interesting part is that it isn’t being billed as a collaboration or a capsule collection like Kate Moss, instead Beyonce’s brand will be an entirely separate company.
“This not a collaboration. This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office.” Topshop owner Sir Philip Green told in his statement.
Beyonce’s line will have clothing, footwear, and accessories for dance and fitness that are still stylish enough to wear as regular clothes. Everything will be sold in Topshop stores and on Topshop.com.
“I could not think of a better partner as I continue to grow the Parkwood business. I have always loved Topshop for it’s 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.” stated Beyonce in an official statement.
The Topshop line will be Beyonce’s first major foray into fashion since House Of Dereon, which launched back in 2006. House Of Dereon, which was considered overpriced and garish by fashion critics and the general public alike, lasted for a few years before limiting distribution to Europe following poor sales in the U.S.
In early 2012, with sales still declining, the company fired staff and discontinued it’s juniors line. By the end of the year, House Of Dereon announced that it was going on hiatus to reshuffle and rebrand in order to stage a major relaunch, which turned out to be a lie to save the bulletproof Beyonce from having to admit that she had actually failed at something.
Beyonce already has a fragrance line, a temporary tattoo line and a hip hop inspired clothing brand she developed with her mother, Tina Knowles.
Here’s wishing Beyonce all the best for this new venture.
Beyonce is set to make a comeback as a fashion designer approximately two years after her disastrous House Of Dereon line folded. Beyonce has signe...2.5