Friday, April 1, 2016

Here's a First Look at Ivy Park, Beyoncé's New Activewear Line


While secretly filming the most fashion-filled social commentary music video ever, prepping for yet another epic Super Bowl halftime show and covertly recording albums here and there, the prolific Beyoncé has also been working on her entrée into the athleisure category

The news of her activewear line, in equal partnership with Topshop's Sir Philip Green, broke last November with minimal information. As of Thursday, we have more to announce: it will launch on April 14 and be available in Topshop stores in 20 countries, plus Net-a-Porter and Nordstrom in the U.S. The name of the brand has also been confirmed: Ivy Park. And, a dedicated Instagram account has just launched
At first, you might think Beyoncé named her body-positive fitness-wear line after adorbs daughter, Blue Ivy, but apparently, that's not the case. The "Ivy" part comes from the Roman numerical version of four— IV—because Bey's birthday is on Sept. 4, hubby Jay Z's is on Dec. 4 and the power couple's wedding anniversary is April 4. 
The "Park" part is a literal inspiration, representing "beautiful shared open spaces, which are used for sport and leisure alike." The Park part also conveys the "democratic" aspect of verdant public spaces, which ties in with the philosophy of the brand. (And just in time for election year — just saying). Beyoncé gets deeper into the park inspiration in the above video, in which she also models pieces from the line. The line also looks great in her just-revealed Elle cover, which will include a rare interview!

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