Here's What You Need To Know About Beyoncé's New Brand, Ivy Park
The buzz surrounding Beyoncé's mysterious moves over the last few weeks were brought to a very intriguing head Thursday morning. After a notable countdown via Elle US' Instagram account, Yoncé revealed the first look at her collaboration with billionaire retail kingpin and Topshop owner Sir Philip Green. Bey and Green confirmed the partnership late last year, but details have been mum (to say the least) that is, until now.
The full-fledged brand that is Ivy Park (this is not your standard-issue designer collaboration, guys - we promise) is a joint venture between Queen B and Green's Topshop. They're both co-owners of the label, which will be available in the U.S. at Topshop, Net-a-Porter, and Nordstrom on April 14.
Since this is Beyoncé, Queen of the most epic rollouts ever, I think it's safe to say that this collection definitely won't be stacked with anything that could be classified as garden variety. In fact, according to a PR rep for Ivy Park, it is the polar opposite to other celebrity-fronted athleisure capsules. Bey is, apparently, more invested in the experience and is trying to create a brand that "purposefully goes against the celeb collaboration phenomena."
"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."
Expect to see more of the threads you can actually buy in a week or two. In the meantime, might I suggest spring cleaning your kick collection a bit to make room for these Ivy Park slides and sneaks?