Beyoncé and Sir Philip Green Announce New Activewear Line, IVY PARK
A brand for everybody and every body shape.
Queen Bey continues her world domination with the launch of her own clothing line. Produced in partnership with Sir Philip Green (who oversees such retail giants as Topshop, Topman, Burton, Miss Selfridge and Dorothy Perkins to name a few), the new label is a joint venture between the two with each being equal co-founders and business owners. Purposefully distinguishing itself as a standalone brand rather than a collaboration, IVY PARK is firm in its establishment that goes against the celebrity collaboration phenomena.
Although existing within the realm of activewear, the new line (which comprises a staggering 200 pieces) strives to transcend any categorical boundaries. Empowering women to look and feel their best, IVY PARK has produced a democratic selection of apparel for bodies of every shape and size, as well as non-limiting price points. Aiming to challenge today’s cultural vocabulary, the forthcoming range strives to delve deeper into how society frames femininity and female strength. Placing a stronger emphasis on terms such as ‘strength,’ ‘wellness’ and ‘health’ rather than ‘beautiful’ and ‘pretty,’ IVY PARK is on the path to re-establish fashion and culture as only Beyoncé can.
Of course, the empowering message of the new brand is backed by incomparable tech construction from premium, non-pilling fabrics. The range centers around three key legging silhouettes that are designed to elongate and flatter every body shape – dubbed the I (Low-Rise), V (Mid-Rise) and Y (High-Rise), there is a shape for everyone. Complementing this selection are ‘second skin’ signature pieces that include fitted tank tops (with concealed inbuilt bras), structured medium impact sports bras and seamless knits and body suits. Rounding off the dynamic program are wardrobe essentials such as logo sweatshirts, cotton jersey vests and tees, basketball mesh over-sized tees, jackets and three-quarter-length parkas.
See more at IVY PARK’s site and in the video below before the line will be available to shop worldwide at Topshop, Nordstrom, Net-a-Porter and Zalando.