• Photo by Gareth Cattermole/PW/WireImage for Parkwood Entertainment 

Photo by Gareth Cattermole/PW/WireImage for Parkwood Entertainment 

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Beyonce and Topshop to collaborate for an athletic line

fashion & stylenews

27 October 2014
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Topshop is a brand that knows that one of the biggest marketing force is partnering with a star. After Kate Moss collection that was sold very quickly, Topshop figured it was time for a new collaboration.

As the athletic trend is on the wave and becoming more and more a must-have, the brand proposed to the singer Beyonce a business partnership. 

 "Basically, when she was in London in February we arranged to get together. We started talking generally, about doing something together. We've been looking at that [athletic] 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." said Sir Philip Green to WWD.

This is meant to be like a business venture on a 50-50 base with different office and fashion directors, a business that is meant to focus on the star and the athletic line. 

The activewear collection will include clothing, footwear, accessories and is due to be launched fall 2015. The collectiom will be available in the Topshop stores.

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