a first look at beyoncé’s activewear range
Queen Bey herself stars in the first campaign image for Ivy Park, a new brand created in partnership with Sir Philip Green, the owner of Topshop.
The first look from Beyoncé's anticipated athleisure range has been revealed, as well as the name of the brand: Ivy Park. Queen Bey models a black body, or swimsuit, with contrast white piping and bold logo motif, as well as black high tops and white wrist wraps in the sun-drenched black and white image.
"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," Beyoncé says in a just-released statement. "True beauty is in the health of our minds, hearts, and bodies," the empowering message continues. "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".
The name of the brand appears to be a blend of daughter Blue Ivy Carter's middle name, and the beginning of Beyoncé's management and entertainment company Parkwood Entertainment, itself named after Parkwood Park, where she goes running. The collection has been made in partnership with Sir Philip Green, the owner of the Arcadia Group that owns Topshop. "Sir Philip has created some amazing collaborations but I wanted a partnership and a stand-alone brand," Beyoncé explains.
In a new video introducing the brand, Beyoncé speaks over home movies of her childhood. "I would wake up in the morning and my dad would come knocking on my door, telling me it's time to go running," she explains. "I remember wanting to stop, but I would push myself to keep going. It taught me discipline, and I would think about my dreams. I would think about the sacrifices my parent made for me. I would think about my little sister, and how I was her hero".
"There are things I'm still afraid of," she continues. "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 go back to that park. The park became my strength. The park is what made me who I am. Where is your park?".
More of the collection can be seen in the film: technical fabrics, grey logo print hoodies, sweatpants, logo headbands and a full body swimsuit.
Sir Philip Green adds his voice to the announcement, saying: "I want to thank Beyoncé for trusting me and our company as her partner for Ivy Park. It has been an incredible 18 months experience working closely with her and her team to create the Ivy Park brand. Her engagement, our many meetings and her continued involvement in the range development has enabled us to deliver some wonderful products. It has been great fun, exciting and hugely memorable. I believe this is just the beginning of our Ivy Park journey together. I want to thank Beyoncé's team and our own team for their fantastic work in bringing Ivy Park to life".
The full spring/summer 16 collection will arrive on 14 April at stores including Topshop, Net-a-Porter and Selfridges.