Beyoncé is partnering with Topshop on a fitness and streetwear brand. But this isn't your regular one-off celeb collaboration – the singer will launch a 50-50 joint venture company with the high street retailer called Parkwood Topshop Athletic Ltd. In other words, Bey is in this for the long haul. The brand is scheduled to launch in autumn 2015. 

According to Topshop owner Philip Green, Beyoncé inked the deal last Friday after meetings in February and June. "This not a collaboration," he told WWD. "This is about building a brand and building a business – a separate, proper business, with separate overhead and a separate office."

The collection will encompass clothing, footwear and accessories across dance, fitness and sports. Green says that he intends to hire two designers: a fashion designer and another one specialising in sportswear who can deal with technical aspects such as sweat wicking and stretch. "We've been brainstorming about the name," Green added. We haven't got there yet."

Parkwood Topshop Athletic takes its name from Parkwood Entertainment, the singer's do-it-all company which produced and managed the release of her latest album Beyoncé and various Bey-starring vehicles like the musical biopic Cadillac Records (2008).

"I could not think of a better partner as I continue to grow the Parkwood business," Beyoncé said in a statement. "I have always loved Topshop for their fashion credentials and forward thinking. Working with their development team to create and produce a technical and fashion led collection is exciting and I’m looking forward to participating in all aspects of this partnership.”

This isn't the first time Beyoncé has dabbled with her own fashion line. In 2004, she launched a ready-to-wear collection called House of Deréon with her mother Tina Knowles. It was named for her grandmother Agnèz Deréon. She later started a junior line called Deréon with sister Solange, though it has since been discontinued.