Beyoncé Has Announced New Activewear Line – IVY PARK

If anyone can motivate young women to jump to their feet, it’s Queen Bey. In her new activewear line, Ivy Park, Beyoncé is poised to inspire another cultural, sartorial, and physical moment. Check out the first shots of the new campaign here.

Queen Bey continues her world domination with the launch of her own clothing line.

Sure, she already checked ‘Fashion Designer’ off her list when she collaborated with her mother Tina Knowles on House of Deréon, but this. This is different.

Beyoncé Presents IVY PARK

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Produced in partnership with Sir Philip Green (who oversees such retail giants as Topshop, Topman, Burton, and Miss Selfridge just to name a few), the new label is a joint venture between the two with each being equal co-founders and business owners. Purposefully distinguishing itself as a standalone brand rather than a collaboration, IVY PARK is firm in its establishment that goes against the celebrity collaboration phenomena.

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Beyoncé Presents IVY PARK_4

Although existing within the realm of activewear, the new line (which comprises a staggering 200 pieces!!) strives to transcend any categorical boundaries. Empowering women to look and feel their best, IVY PARK has produced a democratic selection of apparel for bodies of every shape and size, as well as non-limiting price points.

Aiming to challenge today’s cultural vocabulary, the forthcoming range strives to delve deeper into how society frames femininity and female strength. Placing a stronger emphasis on terms such as ‘strength,’ ‘wellness’ and ‘health’ rather than ‘beautiful’ and ‘pretty,’ IVY PARK is on the path to re-establish fashion and culture as only Beyoncé can.

SLAY.

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See more at IVY PARK’s website and in the video below before the line will be available to shop worldwide in-store and online at Topshop, Nordstrom, Net-a-Porter and Zalando from April 14th, 2016.