Ivy Park: Get Into Formation
Beyoncé Returns to Fashion World with Athleisure Line
The athleisure aesthetic – a hybrid of a fashion statement and a lifestyle – is gaining popularity. Whether in the gym, the studio, or the park, both celebrities and models are often spotted publicly sporting athleisure wear. And from Bey to Ye, many want to bring that lifestyle to a rack near you.
Proving her greatness doesn’t just stop at the stage, or with dropping critically acclaimed visual albums unexpectedly, Mrs. Carter is once again on the fashion circuit. While her House of Deréon brand fit in with a generation past with its boot-cut jeans, embellished denim, velour track suits and glitter baby doll Tees, her new line, Ivy Park, caters to today’s trends.
Ivy Park, presumably named after Beyoncé’s daughter, Blue Ivy Carter, is available on and offline through outlets such as TOPSHOP, Nordstrom and Hudson’s Bay and ranges from sports bras and body suits to leggings and windbreakers, offering a little something for anyone ready to get in shape with the added plus of being incredibly stylish.
While [Beyoncé’s] House of Deréon brand fit in with a generation past with its boot-cut jeans, embellished denim, velour track suits and glitter baby doll Tees, her new line, Ivy Park, caters to today’s trends.
The collection also makes a lot of references to the number four, which appears on one of the line’s sweatshirts. Not only is it Beyoncé’s favourite number, but it is also the date of both her and her husband Jay Z’s birthdays, the date they were married and, of course, the age of their daughter.
Ivy Park staples include the I-V-Y leggings, which range from low to mid to high-rise, and have spandex-ribbed material along the top and sides to hug the stomach and thighs into place, as well as the array of body suit selections. The thick strap option with Ivy Park monogrammed across the chest and the full black suit accented with white and silver piping along the body with wrist-length arms and ankle-length bottoms are a few options available for consumers.
Not to be forgotten are the fashionable cotton sweaters – ranging from black with leather sleeves to blush pink with the risen “04” font on the chest – that double as lounge and everyday wear.
Ivy Park’s 200-piece collection is making its mark at a perfect time – right before summer.
Like many other celebrity-driven lines, Ivy Park’s marketing naturally places Beyoncé at the centre of the brand. This is an approach that has proved successful in the past – just look at the culture H&M has created with its designer collaborations, like its latest with Balmain designer, Olivier Rousting, or the Alexander Wang and H&M collabo featuring super model Joan Smalls in the campaign. Without a doubt, Ivy Park is going to see the same success.
Ivy Park’s 200-piece collection is making its mark at a perfect time – right before summer. So ladies, let us all get into formation, either in front of our computers or in line at the nearest TOPSHOP, to snag what we can from Mrs. Carter’s athleisure line.
Photo Credit: Ivy Park official website