The current queen of pop, fashion and culture, Beyonce, works a pretty broad brand. She likes to be seen as not too far from the street–just like her husband, Jay-Z–while at the same time she’s super glam and ultra high-end, wearing the top designers. (Remember Jennifer Lopez was both Jenny from the Block and the body for Versace? That’s the model.)
Now Beyonce has inked a deal to launch an activewear label with chic British retailer Topshop, run by Sir Philip Green. Green is careful to say it’s a partnership. He doesn’t just want Beyonce’s name–he wants her essence in the brand. It’s being described as athletic streetwear, which suits Beyonce’s reputation as a serious training buff–especially for her shows and dancing–as well as her laid back cool, her street side. It’s going to launch in less than a year.