In addition to the high fashion copies for which fast fashion retailers are known, British fast fashion giant, Topshop, has been consistently launching collections with an array of celebrities ranging from supermodel Kate Moss and actress Kate Bosworth to reality television stars, Kendall and Kylie Jenner. This weekend, Topshop, which is owned by the larger Arcadia Group, parent also to the Topman, Dorothy Perkins, Miss Selfridge, Wallis, Evans and Burton brands, has announced that superstar singer, Beyoncé, will be its latest famous collaborator.
British high street giant and Beyoncé are said to have created Parkwood Topshop Athletic Ltd, a label set to produce clothing, footwear and accessories across dance, fitness and sports categories, with collections aiming to be stylish and functional, offering technical performance. Speaking out about the impending collection, which is said to include athletic wear and focus on “technical fashion,” Beyoncé has said: “Working with [Topshop’s] development team to create and produce a technical and fashion-led collection is exciting.” She also continued on to note: "I could not think of a better partner as I continue to grow the Parkwood business [her management company]. I have always loved Topshop for its fashion credentials and forward thinking.” (What exactly those fashion credentials are is completely up to you to decide, as we are rather stumped).
While the singer, who teamed up with Swedish fast fashion giant, H&M, for a swimear collection in 2013, says she is “looking forward to participating in all aspects of this partnership,” chances are, she will not actually do too much. As you may know, the vast majority of these collections are little more than glorified licensing deals in which a celebrity or supermodel or "it" girl or rapper or whatever authorizes a mass retailer to use his or her name and likeness in connection with the collection in exchange for a licensing fee – and probably a very sizable one in Beyoncé’s case. In exchange, the fast fashion retailer gets a celebrity to endorse the collection, which allows it to garner more press, sell more clothes, and to reach a new and/or wider audience.
We won’t be shopping the collection, which is slated for release in March, but in case you are interested, Topshop is not just limited to those across the pond. The fast fashion giant joined forces with American retailer, Nordstrom, in 2012, and has since initiated a network of shop-in-shops in the U.S. department store chain. It now boasts upwards of nine standalone shops in the U.S., and a network of 94 concessions in Nordstrom locations all over the country.