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Katy Perry launches new joint venture with Global Brands Group just after footwear collection tie-up

Francesca Washtell
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Brand Katy Perry is about to be put on more than Global Brands' footwear (Source: Getty)

Katy Perry made a footwear collection - and she liked it.

So much so, in fact, that her next project with Hong Kong-based Global Brands Group is set to go off like a firework after the collaborators announced a second joint venture today.

Perry and the apparel, footwear and accessories company will expand on the work completed on their joint shoe range, which was only announced last month, with the aim of growing the Katy Perry brand "into new consumer product categories".

Read more: David Beckham and Simon Fuller sign deal with Global Brands Group

The announcement of the second partnership with Global Brands, which is owned by Hong Kong's billionaire Fung family, comes before the footwear collection has even been launched.

It is pegged to be available in the US and internationally in spring next year.

Perry said the existing partnership is a "strong foundation for endless opportunities as we explore the next natural design branches together".

Perry added:

I am creatively stimulated and energised to be a real contributor in the affordable shoe industry. I believe your shoes can be the punctuation to your personality, and therefore I created a whole line of shoes that includes individualistic, colourful, dynamic designs for everyone, especially those who want to experiment with taking a bold step forward.

I'm excited that Global Brands Group is my partner because they hear and trust my vision, and bring expertise and knowledge that I'm absorbing and applying in a smart and creative way.

Read more: The fashion industry has hit negative growth for the first time in six years

Bruce Rockowitz, chief executive and vice chairman of Global Brands, said: "Katy Perry is one of the most popular and well-recognised personalities in the world. She pushes boundaries professionally and stylistically, setting trends along the way.

"We are extremely pleased about the positive response we have already received around the footwear collection, and look forward to the exciting opportunities this expanded partnership has to offer."

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