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Image / Fashion

Ivy Park: Beyonce’s Fab New Sports Brand


By IMAGE
31st Mar 2016
Ivy Park: Beyonce’s Fab New Sports Brand

Ivy Park is a brand name with which you should get comfortable. It’s about to become the most covetable, hottest sportswear brand to be seen on every beach from Miami to Ibiza. Why? Because Beyonce’s the brains behind it, of course. After a failed attempt at fashion with the House of Dereon, the queen is back in business with her latest sartorial offering. The hugely successful businesswoman and artist shared the news of her collection on her Instagram, where she can be seen sporting a branded one-piece. Needless to say, she looks incredible and with pieces like this, we will too.

@weareivypark

A photo posted by Beyonc? (@beyonce) on

Within this 200-piece collection fans can look forward to everything from footwear to accessories, work-out clothing, dance clothing and more. For the first release of Ivy Park, Bey has teamed up with none other than Sir Philip Green, who certainly knows a thing or two about appealing to the masses (he’s the big Daddy behind Topshop).

In a promotional video for the brand, Beyonce lets fans in a little closer than they might have expected. She talks vulnerability, fear, strength and the ‘park’ that helped make her who she is. It’s an empowering concept and one that’s sure to work.

Beehive obsessives will be able to shop the looks at Topshop, Nordstrom, Zalando, Net-A-Porter, Selfridges, JD Sports, to name a few.

Speaking about the sure-to-sell-out collection, Beyonce says:

‘Sir Philip has created some amazing collaborations but I wanted a partnership and a stand-alone brand.
‘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. 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.’

Introducing IVY PARK a new activewear brand for women. #IVYPARK

A photo posted by IVY PARK (@weareivypark) on