If you weren't already convinced that activewear is the biggest thing in fashion right now, this news will likely seal the deal for you. WWD is reporting (and Topshop has confirmed to us) that Beyoncé has teamed up with Topshop to start a brand new company — a 50-50 joint venture under the name of Parkwood Topshop Athletic Ltd. — with plans to create an athletic streetwear brand.
Beyoncé is already a front row fixture, a frequent cover star and a fashion icon to many, so it's not too surprising that she is investing in the birth of a label that's true to her own urban-inspired, sporty sense of style. In addition, Topshop is following in the footsteps of a number of brands like Free People, Betsey Johnson and Tory Burch that have expanded their offerings into the activewear category recently. “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 WWD.
The line, which as of yet remains unnamed, will include clothing, footwear and accessories that will be both fashion-forward and performance-focused — much like Alexander Wang's upcoming collection for H&M — and will feature pieces appropriate for dance, fitness and a variety of sports. Those who aren't avid exercisers can still get in on the action, for there's a promise of "ath-leisure" items for everyday wear as well.
No word on exactly when the joint collection will arrive in stores, although it won't be earlier than fall 2015. We will keep you updated as we hear more.