It’s been the longest awaited collection of the year since it was announced way back in 2015 but now Beyonce’s Ivy Park athletic range has arrived. The 228-piece high performance collection which has been co-founded by Arcadia boss Sir Philip Green, focuses on the notion that everyone can do sport and look amazing (unless your a size 16 and over as Bey’s capped sizes at 14!).
With a series of video campaigns to coincide with the release, it doesn’t take a genius to figure out that the brand has been named after Beyonce’s daughter Blue Ivy, who also features in a promotional video. The second source of inspiration comes from a park Beyonce often still visits in her hometown of Houston when she needs to clear her head and take stock of her success.
Beyonce said: “I would wake up in the morning, and my dad would come knocking at my door, telling me it’s time to go running. I remember wanting to stop, but I would push myself to keep going. It taught me discipline. And I would think about my dreams. I would think about the sacrifices my parents made for me. I would think about my little sister and how I was her hero. I would look at the beauty around me, the sun shining through the trees. I would keep breathing. There are things I’m still afraid of. When I have to conquer those things, I still go back to that park. Before I hit the stage, I go back to that park. When it was time for me to give birth, I went back to that park. The park became a state of mind. The park became my strength. The park is what made me who I am. Where’s your park?”