Home » Beyonce unveils new fashion collection following split with sportswear giant Adidas

Beyonce unveils new fashion collection following split with sportswear giant Adidas

by Mfonobong Nsehe

Global music and entertainment icon Beyonce Knowles has partnered with French fashion brand Balmain and designer Olivier Rousteing on a “wearable album” collection, following the end of her multi-year partnership with German multinational sportswear behemoth, Adidas.

The clothing line, named “Renaissance Couture” after Beyonce’s July 2022 Grammy-winning album, Renaissance, which won Best Dance and Electronic Album and received a nomination for Album of the Year, features 16 runway-style outfits.

The 16-runway-style outfits, designed in collaboration with Beyonce, Balmain, and Rousteing, represent the artist’s first project since parting ways with German multinational sportswear corporation, Adidas.

Balmain describes the line as a Wone-of-a-kind couture collection” inspired by Renaissance, created “in collaboration with the muse herself.”

Beyonce expressed gratitude to Balmain and Rousteing for bringing Renaissance to life in couture, allowing her to celebrate the human form, take artistic risks, push boundaries, and express herself freely.

The latest collaboration between global music icon, French fashion brand Balmain, and Rousteing builds on their existing relationship dating back to 2018, when they first teamed up to create a custom three-piece collection that Beyonce showcased while headlining the California music festival Coachella.

Earlier this year, news reports revealed that Adidas suffered a $10 million loss in 2022 due to its collaboration with Ivy Park, the coveted activewear brand led by Beyonce.

The brand generated only $40 million in sales during the year, a significant decline from $93 million in the previous year and a fraction of the projected $250 million in sales.

Ivy Park’s revenue decline was not only an unfavorable outcome for Adidas, which had set lofty revenue projections for the brand, but also a disappointment for financial experts who expected the collaboration to break new ground, surpassing all of Adidas’ prior ventures in sales and popularity, and cementing its position as a leading activewear brand.

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