A standalone brand and partnership with Sir Philip Green of the Topshop retail family, the eyecatching collection is called Ivy Park, a homage to the singer’s daughter and Parkwood Park in Houston where she spent time growing up.
“When I’m working and rehearsing I live in my workout clothes but I didn’t feel there was an athletic brand that spoke to me,” says Queen Bey in a statement.
“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.
“True beauty is in the health of our minds, hearts, and bodies. 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.”
Beyonce says fitness has been a part of her life since she was young.
“I would wake up in the morning and my dad would come knocking on my door; tell me it’s time to go running. I remember wanting to stop but I would push myself to keep going. It taught me discipline.”
Topshop boss, Sir Philip adds: “I want to thank Beyonce 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 fun, exciting and hugely memorable. I believe this is just the beginning of our Ivy Park journey together.
“I want to thank Beyonce’s team and our own team for their fantastic work in bringing Ivy Park to life.”
Ivy Park is retro-meets-street with 200 refreshingly cool pieces. The collection is a clash of leotards and headbands with baseball caps and hoodies. It’s fun, practical and edgy.
Queen Bey devotees and leisurewear lovers in Australia will be able to buy the collection from THE ICONIC, Glue Store and Myer. But there are a whole bunch of other stockists including Net-a-Porter, TopShop, Nordstrom, Zalando, Hudson Bay, Zalora, Namshi Selfridges and JD Sports.