Beyoncé’s Streetwear Brand is set for 2016

Beyoncé has followed in the footsteps of a long list of A-listers to try their hand at designing. It was revealed in October 2014 that the world’s favourite superstar would be teaming up with Topshop owner, Sir Philip Green, to launch an ‘athleisure’ brand – created in partnership with Topshop Parkwood Athletic Ltd. The name of the brand is currently under wraps, but we do know that it is set for release in Spring 2016. Sir Phillip’s multinational retail company Arcadia Group also owns Topman, Dorothy Perkins and Burton. He said to WWD following the announcement of the partnership last year: “This is about building a brand and building a business – a separate, proper business, with separate overheads and a separate office.”

Exercise is on the up amongst this generation so Bey has taken advantage of the fitness obsession and everyone’s love of workout wear, by deciding to build the brand with a fitness focus. It will include clothing, footwear and accessories across all sports and fitness categories, with “technical performance characteristics as well as an athleisure side, targeting women who go to yoga or the health club, as well as those who just want to look as if they do.”

If you’re wondering what ‘athleisure’ is, all you have to do is scroll through your Instagram feed. It is not just a fashion trend, but it has become a lifestyle. Trainers are now acceptable to wear, not just for shopping, but even in the office, Calvin Klein’s sports bras have become a piece to flaunt, and leggings and hoodys are no longer Sunday-slob clothes – we’re looking at you, Kylie Jenner.

Sir Philip Green hopes to launch the brand in Topshop stores across 25 countries, including Australia, Canada, the US and mainland Europe and it will most likely fly off of the shelves, thanks to Bey. Is there anything this woman can’t do?

Beyonce and Philip Green NYO

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