Topshop boss Sir Philip Green has joined forces with pop superstar Beyoncé to create a global athletic street-wear brand.
Rather than a one-off collaboration - as has been Topshop's strategy in the past - the two have established Parkwood TopShop Athletic Ltd.
Green stated that it is “fashion inspired fitness”, and has encompassed clothing, footwear and accessories across dance, fitness and sports categories.
It will launch exclusively through Topshop stores and online in Autumn 2015 but additional partnership are being explored.
“Creating a partnership with Beyoncé, one of the most hard-working and talented people in the world, who spends many hours of her life dancing, rehearsing and training is a unique opportunity to develop this category," Green explained.
He added that the brand will be delivered to consumers in an “inventive and exciting way.”