The singing sensation Beyoncé has unveiled her latest fitness line Ivy Park on 31st March. She linked the collection’s entry with an amazing video on YouTube featuring her endearing four-year-old daughter, Blue Ivy and an interactive website Ivy Park. The Ivy Park website also includes instrumental snippets which can be changed by clicking and holding, featuring recent single “Formation”. There is also previously unreleased music, some of which is included in the video, reports Pitch Fork . She looks sultry in a black leotard with the Ivy Park logo and white piped edges in the first official shot.
Speaking about her thoughts behind this line she said, “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. 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.”
The collection includes sportswear — such as crop tops, drop arm tees, sweatshirts, technical jackets and leggings. Ivy Park is a joint venture with Sir Philip Green of the Arcadia Group. It is the same UK-based company which is behind Topshop, Topman and Wallis and various such other labels.
She also made the announcement news on her Instagram, and landing page links to the brand’s website. BeyHive Twitter Twitter handle was also used for the promotion. Unlike many other celebs, who have come up with their clothing or sportswear lines, Ivy Park is Beyonce’s own fashion line and not a collaboration line. In fact, she has produced her very own Bey-originals. Her long waited clothing line looks every bit posh, just like the singer.
The goods won’t actually be offered on Bey’s website. Instead on April 14, fans can visit Topshop, Nordstrom and Net-a-Porter to buy the active wear and “athleisure” brand.