Beyoncé has look stood as the unofficial ambassador for Topshop with snaps of her wearing the high-street label's clothing and accessories popping up all over her Instagram, Tumblr and Twitter accounts respectively.
However, it looks like Bey is ready to take her affiliation with the fashion brand to the next level if this exciting news is anything to go by.
In an official statement released this morning (talk about hot off the press...), Topshop has confirmed that they'll be teaming up with the gorgeous songstress in a brand new fashion venture. Not content with merely a collaboration, Topshop and Beyoncé have come to create an entirely new company! Well, she's never been one to do things by halves, has she?
Details are still a tad sketchy as you'd expect from an initial announcement but what is clear is that Beyoncé and Topshop will be putting in equal parts to the new label - known officially as Parkwood Topshop Athletic Ltd - and that it's launch-date is currently set as autumn 2015.
So, what can we expect from Parkwood Topshop Athletic Ltd? In a nutshell, it's a 'global athletic street-wear brand that's going to encompass clothing, footwear and accessories across dance, fitness and sports categories ensuring a dynamic fusion of fashion with the highest levels of technical performance.'
That might sound like a mouthful, but basically it'll deliver seriously cool sportswear with an urban edge; the kind of attire that has practically become Bey's uniform when she's off-duty.
And, when they say global, they mean global. The range will be stocked in Topshop stores the world-over as well as being made available on Topshop.com, making the line accessible for pretty well everyone, no matter where they're geographically based.
Speaking about the new venture, Topshop's head honcho, Sir Philip Green, revealed: 'We have been looking at this category as fashion inspired fitness develops, and know that this is right in our customers' heartland. 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.'
Beyoncé has also spoken out about the partnership and was equally as gushing about her new-found business partner. The Crazy In Love singer said: 'I could not think of a better partner as I continue to grow the Parkwood business. I have always loved Topshop for their fashion credentials and forward thinking. Working with their development team to create and produce a technica and fashion led collection is exciting and I’m looking forward to participating in all aspects of this partnership.'
If you think you're excited, Bey, just think how the rest of us feel!
We might have to wait almost a year (sob!) for the brand to hit the high-street but you can pretty well bank on the fact that Beyoncé won't be able to keep herself from sharing her designs on social media. As soon as she does, we'll let you know...
This is going to be SO good.
By Maxine Eggenberger