Beyoncé dominates the pop charts, and her fragrance line is the best-selling of any celebrity. With the launch of Ivy Park, an athleisure brand she’s created with Topshop mogul Sir Philip Green, she is looking to rule the activewear market. While Beyoncé is certainly not the first celebrity to put their names on athletic clothing brands—Kate Hudson and Fabletics, Rihanna and Puma—the enthusiasm of her “BeyHive” of fans is unmatched. After all, we’re talking about the same woman who dropped the fastest-selling album in the history of the iTunes Store (2015’s self-titled Beyoncé) with no advance promotion.
Elle magazine’s upcoming May issue features a cover story and interview with the pop singer, in which she discusses the inception of the line. “We had countless meetings; we searched for and auditioned designers for months,” she told Elle. “I presented [Green] with the idea, the mission statement, the purpose, the marketing strategy—all in the first meeting.” She added that the brand is meant to be empowering and fill a void in the activewear realm. “I realized that there wasn’t really an athletic brand for women like myself or my dancers or friends,” she told Elle, “nothing aspirational for girls like my daughter. I thought of Ivy Park as an idyllic place for women like us.”
Ivy Park’s website describes the brand as “merging fashion-led design with technical innovation” and “creating a new kind of performance wear: modern essentials for both on and off the field.” The collection includes fitted tank tops with built-in sports bras, structured sports bras, seamless knits, body suits, leggings, logo sweatshirts, cotton jersey vests and tees, headbands, and basketball mesh over-sized tees and vests. Prices start at $14 for a headband and $25 or apparel, topping out at $265 for a bodysuit. The line launches on Thursday, April 14, and will be available locally at Nordstrom’s Mall of America location and online through Topshop, Nordstrom, and Net-A-Porter websites.
all images Courtesy Ivy Park
