Announcing her first foray into the world of “athleisure”, a largely popular more refined variation of sportswear clothing, Beyoncé has revealed a new line of stye forward workout gear today (March 31). Priced modestly at roughly $20-150, the merchandise is sure to satiate the massive range of fans known as the “Bee-Hive” who often aim to emulate the entertainer’s flawless being. Topshop mogul Phillip Green has teamed up with Queen B, drawing a 50/50 ownership division of the brand. Dropping in only two weeks time, Beyoncé explained the goal of the brands spawning.
“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” she clarified. “True beauty is the health of our minds, hearts and bodies. I know that when I feel physically strong, I am mentally strong and I wanted to create a brand that made other women feel the same way.”
Showing off the brand on all fronts, a new Instagram page titled @weareivypark has generated with currently only a trio of images depicting a limited look at the athletic inspired clothing, narrated video and an interactive website have all popped up today. Visiting the newly released website, listeners are awarded to snippets of what sounds like the artist’s still shrouded in secrecy sixth studio album.
Ivy Park Spring/Summer 2016 drops April 14 online and at a curated selection of retailers that includes stores such as Selfridges, JD Sports, Net-a-Porter, Nordstrom, Hudson’s Bay, Zalando and of course Topshop carrying the soon to be revealed full spectrum of what looks to be headbands, hoodies, t-shirts, yoga pants and an overall trendy take on active wear. Check out the gallery of screenshots below and make sure if you consider yourself a member of the “hive” to cop the apparel when it arrives next month.
