It was the moment, every faithful Beyoncé-fan had been waiting for. Her brand new activewear line Ivy Park has just gone online and is finally available at Topshop, Selfridges and Nordstrom. In collaboration with Topshop, the superstar created a brand that embodies athletic fitness wear, but also sticks to smooth oversized pullovers and comfy leggings for cozy nights in. Though the clothing reveals Bey’s coolness with lots of black and white shades and the bold branding, the cuts are still very feminine and provocative.
Malaika Firth for Ivy Park SS16
While the superstar herself can be seen in the campaign and lookbook video, she also included currently hyped models like Malaika Firth and Emily Bador. Beyoncé explained the label’s philosophy in a forceful 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. True beauty is in 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.”
Although the collection has been hyped since its announcement, for its launch at Topshop in Soho, New York, there was no line with obsessed fans that were standing and waiting in front of the store. Which was a big mystery at first, then turned out to be quiet a normal phenomenon, as the collection is not one of these collaborative ones that are sold out in minutes. Ivy Park will be available throughout the season.