IvyPark.com just launched and it's just as #Flawless as we expected!
image courtesy of IvyPark.com

image courtesy of IvyPark.com

Continuing her world domination, Beyoncé has just officially launched Ivy Park, a new athleisure line with high-street retailer Topshop. Both Beyoncé and Topshop’s Sir Phillip Greene are co-owners of the label so this is much bigger than your standard Celeb x Topshop collabo. In true Beyoncé form, seamlessly integrating her worlds, when you go to Ivy Park's website, you are told “Please Turn the Sound Up” and are treated to flash black and white imagery of Beyoncé and her crew, chilling, dancing, working out, being #flawless in Ivy Park to the beats of Formation. The site also features a brand video with some inspirational storytelling from Beyoncé; the cinematography as impeccable as her HBO doc. We also a finally privy to the meaning behind Beyoncé’s entertainment company’s name, Parkwood entertainment!

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.... 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.


"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," Knowles said 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."


With form hugging jersey style body (á la her Jordan suit in the Feeling Myself video) and cropped sweatshirt, come mid-April, we have a feeling we know what Fluff staffers will be decked in!

Available April 14th at Topshop, Net-A-Porter, Nordstrom and Zalando.com.

IvyPark.com

IvyPark.com

 

A born and raised New Yorker & global citizen, Nneya Richards is a fashion maven and stylist, starting at 15 years old as a contributing editor of TeenVOGUE magazine, currently running Double N Rich Creative Consulting agency.
Her passion for cultural explorations led Nneya to launch ’N A Perfect World… a curated intersection of travel, food, fashion and geopolitics inspired by the global-citizen lifestyle of the millennial.