As the hype surrounding activewear heats up, the countdown to the debut of Beyoncé and Topshop’s joint venture to produce a global athletic street-wear brand for Fall 2015 has begun. According to the release, ‘the brand will encompass clothing, footwear and accessories across dance, fitness and sports categories ensuring a dynamic fusion of fashion with the highest levels of technical performance.‘
Although the brand will be distributed via Topshop stores and Topshop.com, I assume the line will come under a separate brand name.
I’m intrigued to see how this partnership unfolds. As a potential consumer, I hope to see Topshop and Queen B pour respectable time and efforts into performance-enhancing R&D – material development, aerodynamics, efficient heat diffusion etc.
For the time being, I’ll be clocking in more serious hours and effort into shaping up. Cos if you are into activewear, you gotta look the part no?
Image Credit: Standard UK