originally posted March 31, 2016. Continuing her world domination, Beyoncé has just officially launched Ivy Park, a new athleisure line with high-street retailer Topshop. Both Beyoncé and Topshop’s Sir Phillip Greene are co-owners of the label so this is much bigger than your standard Celeb x Topshop collabo. In true Beyoncé form, seamlessly integrating her worlds, when you go to Ivy Park’s website, you are told “Please Turn the Sound Up” and are treated to flash black and white imagery of Beyoncé and her crew, chilling, dancing, working out, being #flawless in Ivy Park to the beats of Formation. The site also features a brand video with some inspirational storytelling from Beyoncé; the cinematography as impeccable as her HBO doc. We also a finally privy to the meaning behind Beyoncé’s entertainment company’s name, Parkwood entertainment!
“When I’m working and rehearsing, I live in my workout clothes, but I didn’t feel there was an athletic brand that spoke to me,” Knowles said in a statement. “My goal with Ivy Park is to push the boundaries of athletic wear and to support and inspire women who understand that beauty is more than your physical appearance.”
With form hugging jersey style body suits (á la her Jordan suit in the Feeling Myself video) and cropped sweatshirt, come mid-April, I sure know what I’ll be spending my days in!
Available April 14th at Topshop, Net-A-Porter, Nordstrom and Zalando.com.
The only question it really left me asking is, “do Beyoncé and her crew work out in wedged sneakers?”
Check out the video on YouTube!
*Update! I went to the Topshop pre-shopping event and got my Ivy Park on. I got a few amazing pieces. Check out one of my favorites below!
Shop my finds!