Topshop founder Philip Green says that this will be a separate brand and independent business, in which the company and the singer will be equivalent part. That is the new brand will be not just another capsule collection with a star, and a mutually beneficial partnership project which, according to representatives of Topshop, surpass even the highly successful collaboration of Kate Moss.
The benefits of such cooperation will be reciprocal: Beyonce will be closer to the world of fashion, as the singer had long dreamed of, and Topshop will take over part of the fame and popularity, which does not take pop divas.