Beyoncé has done it again with a surprise reveal. Today she launched an “athleisure” line with an inspirational commercial to accompany her announcement. The video featured images of her old home in Houston and of Parkwood Park, the location that inspired the name for her line. She described how her father would push her to run in the mornings and how now in order to focus she always goes “back to that park” to stay on course. Beyoncé credits her father for her focus and determination and prides herself on her athleticism. Blue Ivy, Bey’s daughter,and the inspiration to Bey’s current laser focus, was featured in the video dawning a high bun and an Ivy Park headband that matched her mother’s. We’re really seeing a shift in Beyoncé’s brand and I can tell she is only getting started and she never shows her hand, we don’t know what she has in store for us next!
This past June, Queen Bey revealed on USA Today that she was committing to a vegan diet for 90 days. She has since returned to eating small portions of healthier cuts of meat but continues to work on her health and fitness. Beyoncé had tried her hand in fashion with House of Dereon before but this is next level and way more sophisticated.This is a major career move for Bey and I must say I’m excited. This is not a collaboration line where big companies call the shots and pull the strings, then slap Beyoncé’s name on it. It’s strictly Beyoncé and her team creating these items and concepts organically. I’m sure there will be plenty of leotards to go round as well as form fitting body suits and crop tops. The website ivypark.com is sultry and smart. Created in signature Bey style with less word and more stunning images. The line will be available for purchase April 14th at Nordstrom, Topshop, and Zalando.com.