Topshop mogul Sir Philip Green has branded Beyonce “super cool”.
The Formation singer has teamed up with Sir Philip’s famous store on athleisure line, Ivy Park. The first collection drops on Thursday (14Apr16), with fans whipped into a frenzy after promo shots and a video were released. In the photos Beyonce models a selection of the sporty, but stylish, designs, including a leotard, crop top and gym leggings, all heavily branded with her new logo.
“She’s super cool. When you get rid of all the people she comes in with, she says hi to everyone, and sits down, and off you go. You’re told you only have 40 minutes, and then three hours later, I’m like, 'try that on, try that on...’ We laugh and joke and it’s easy. No stress,” Sir Philip smiled to Britain’s The Telegraph newspaper.
Beyonce isn’t the first superstar Topshop has teamed up with; it has a longstanding partnership with Kate Moss, who has designed 15 collections to date. However the store has never cashed in on its famous fans, and Sir Philip only ever works with a celebrity if the prospects are long-term.
“Beyoncé is our partner. I’m personally a bit negative on collaborations. I’m not interested in a hit and run. It’s too much work for ten minutes in the sun.
“She’s a perfectionist,” he continued. “Last time we did LA we had to fly overnight and do the product review in the rehearsal space. She came out all hot and bothered.”
As the fashion boss prepares for his latest effort to launch, Sir Philip is hopeful the new venture will be a success.
“I’m confident that next week we’re going to start well,” he smiled. “The key for me is that we continue to do well. I’m not arrogant at all. The product has got to be right. There’s no given it will sell.”