Gesina Gudehus-Wittern for Business Insider: Topshop x Beyoncé

The trendy store made headlines this week when it announced that its heavily-anticipated athleisure partnership with Beyoncé would hit stores in April, 2016. Consultant Gesina Gudehus-Wittern tells Business Insider this is the “exact right step into the US mass market, tapping into the booming athleisure trend without compromising their key brand values.”