Beyoncé has revealed that she is launching a new active-wear range, and she’s named it after her daughter Blue Ivy, and the park where she goes for inspiration.
And talking of inspiration, if you are fed up with the latest Kardashian nude selfie and want to get inspired by a real woman, then you are in for a treat.
The collection was announced with a video that shows Beyoncé walking, training and reminiscing in her park, and telling the world why she came up with the idea for her collection.
She says: “When I’m working and rehearsing I live in my work out clothes but I didn’t feel there was an athletic brand that spoke to me,”
She adds: “My goal is to push the boundaries of athletic wear and support and inspire women who understand that beauty is more than your physical appearance.”
She finishes the video by asking her followers ‘Where’s your park?’
The collection has been a long time coming, as it was first revealed that she would be working on it back in October, 2014, when Arcadia boss Sir Philip Green released a press notice.
But the wait has been certainly worth it, as there are over 200 items in the collection, ranging across different categories such as dance, fitness and sport, and also from clothing to footwear and accessories.
The more noticeable pieces include leotards, portrayed by Bey herself, and headbands and leggings.
The video captures important images for Beyoncé, who said that the park in Houston was so integral to her childhood that she had to include it in the brand’s name:
“When I have to conquer those things, I still go back to that park. Before I hit the stage, I go back to that park. When it was time for me to give birth, I went back to that park. The park became a state of mind. The park became my strength,” she said.
Beyoncé is not the first celebrity to tap into the current trend of fusing streetwear with sports style clothing. Actress Kate Hudson started her Fabletics range online and it has proved to be so successful she now has bricks-and-mortar shops.
The top sports brand Puma recently collaborated with singer Rihanna on a range of sneakers that were an overnight success. Rihanna has since followed this success with a range of athleisure clothing this year.
And renowned country singer Carrie Underwood teamed up with Dick’s Sporting Goods to release a collection of athleisure wear last year.
This is Beyoncé’s first venture with Sir Green, and judging from the reaction of her 65 million followers on Instagram, it already looks like it will be a huge success.
Items in the Ivy Park collection start at a reasonable $30 and stretch to $200 which makes this an affordable and stylish range. Nothing too off limits here.
But what we are really excited about is the leggings – they come in a variety of shapes:
- I – Low-rise
- V – Mid-rise
- Y – High-rise
See what she did there?
The IVY PARK Collection goes on sale on April 14 in Topshop.com, Selfridges, shop.Nordstrom.com, Net-a-Porter.com and JDSports.co.uk.
For more information check out ivypark.com
Pictures courtesy YouTube.com