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Beyoncé Launching A New Streetwear Line With Topshop

Queen Bey’s new line for Topshop will shift the company’s attention to dance, fitness, and sports.

In the fashion world, Beyoncé may be best known for her iconic corsets and bustiers, but in a new deal with the British clothing retailer Topshop, she’ll be launching a new line of athletic streetwear–“clothing, footwear and accessories across dance, fitness and sports categories.”

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Topshop calls the deal a “50/50 partnership,” which assumably means that Beyoncé is actually seeing a 50% cut of profits or revenue on the line, rather than slapping her name on it and collecting a residual. And in fact, this sub-label will operate largely as its own company, with its own Creative Director and designers–at least one of whom will have a background in the technical, performance-oriented requirements of athletic gear.

Bigger picture, Beyoncé’s line is going to give Topshop’s posh-apologist line of clothing–that fuses street-inspired patterns and accessories with very traditional and tailored cuts–a more sporty appendage. And that allows Topshop, and its struggling parent company Arcadia, to compete in a whole new category.

Read more here.

[h/t: highsnobiety]

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About the author

Mark Wilson is a senior writer at Fast Company who has written about design, technology, and culture for almost 15 years. His work has appeared at Gizmodo, Kotaku, PopMech, PopSci, Esquire, American Photo and Lucky Peach

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