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Beyonce and Topshop team up for an activewear brand

Soon you can channel Queen B during your Pilates class.

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There’s no rest for Queen B.

You'd think after wrapping a giant tour, the pop star would take some time off, but instead Beyonce announced a brand new business today. The singer is partnering with Topshop to create a joint-venture company, Parkwood Topshop Athletic Ltd., which will create a brand of activewear.

“This not a collaboration,” stressed Topshop owner Sir Philip Green in a Women's Wear Daily interview. “This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office.”

In Beyonce, Green saw the perfect partner for activewear, a rapidly growing sector in the retail market. It’s so popular, Alexander Wang just created a line of fashion-inspired gym clothes for H&M, which will hit stores on November 6.

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According to WWD, Beyonce and Topshop’s brand will include clothing, footwear and accessories for the dance, fitness and sports categories. Beyonce said she would “participate in all aspects of the partnership.”

“She’s one of the most hard-working and talented people in the world, who spends many hours of her life dancing, rehearsing and training. This is a unique opportunity to develop this category,” Green said.

 
 
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