Beyoncé’s activewear line is finally available! News of this beautiful hybrid of Topshop and Beyoncé first hit us in 2014 and along with the rest of the Beyoncé lovers out there I’ve been on the edge of my seat just waiting to SEE something. Today, on April 1st of all days, the Ivy Park line has been launched at long last. An obvious homage to Queen B’s daughter, Blue Ivy, the brand has its roots firmly planted in empowering women to work out and feel good doing it. From the same ilk as the fabulous This Girl Can initiative, Ivy Park aspires to incite positive change in the perpetually self-conscious female audience.
Unlike the overly aspirational, somewhat shaming Fabletics line (championed by Kate Hudson’s rock hard abs) which is aimed at the super fit LA work out scene, Ivy Park is built around supporting those who want to work out hard in whatever way makes them happy. Beyonce’s key message thus far is that this line works as hard as you do, with reinforced fabrics and a “second skin” technology to create garments that last. The real selling point for me was the distinction between body type, the I, V and Y are designed to fit different shapes with clever seaming and smoothing panels. This brand truly is about helping you to feel your best so that you can achieve your best – not to mention how stylish the cuts and colours look.
The world first laid eyes upon some pieces from the collection on Thursday evening where the Queen herself modelled a leotard for Instagram directing us to beautifully shot video. The aim of which was letting us know what exercise really means to her. She bared her soul, claiming how keeping fit maintains her emotional stability and sense of balance in life no matter what happens. The slogan “Where’s your park?” may seem a little weak without the video to support it, but once you watch it the overall message is crystal clear: no matter how or where you do it – do what you need to do to be happy even if it means getting really sweaty. Now that is a brand message I can get behind and I can’t wait to give these shape enhancing leggings a try!
You can expect to be able to buy Ivy Park from Topshop, Selfridges and Net-a-porter from the 14th of April. What do you all think of this range? Are you buying into the message like I am?