It seems like a hot minute since the new and improved Ivy Park’s unveiling back in February 2020. In true Beyonce style, the singer/actor/entrepreneur said last year marked the first time in her life she'd been 'so still', but that she was busy nonetheless, designing and shooting several Ivy Park x Adidas collections.
In fact, since parting ways with Sir Philip Green (Ivy Park was originally a Topshop partnership) and acquiring total ownership of the athleisurewear label, Queen B has been busy turning the brand around. It's paid off: Drips 1 and 2 sold out pretty much as soon as they launched, and Drip 2.2 disappeared even faster.
So if you've still not managed to get hands on a piece, you'll be pleased to know something new is coming very soon, namely Icy Park, coming February 19.
To alert us to Icy Park's imminent release, Beyoncé shared some pretty hot images of herself head-to-toe in nude latex.
While the campaign imagery of this last Ivy Park drop has so far shown the winter-themed collection to be full of white skiwear, these latest images of the singer, actor and mother show it includes streetwear including knee-high boots, long-sleeved bodysuits and glossy jackets.
At the beginning of 2021, the brand's Instagram teased out a campaign video for the third collection.
Yes, it's a snow-themed situation. And, guessing from the official pics of Beyoncé sat atop a ski lift in a white unitard and furry trapper hat, we reckon the collection will be a skiwear-cum-streetwear offering – but we're yet to find out. The brand has been kept very 'hush hush' which, naturally, has everyone buzzing with anticipation.
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What we do know is the campaign features appearances from a faux fur coat clad Gucci Mane, plus Hailey Bieber in a beanie and cycling shorts draped over a pink jeep (it's already iconic). And what we can see, from split-second sightings, of the clothes – technical reflective shell tracksuits trimmed with those famous three stripes, high-shine puffer jackets, cosy shearling fabrics and a new retro logo print from the brand – it all looks very promising.
Footwear features heavily, and WWD has confirmed that there will be five new shoe designs introduced including 'an update to the Ivy Park Ultra Boost, Forum Lo, Forum Mid and Super Sleek trainers as well as a brand-new Super Sleek Boot'.
It's a far cry from the graphic black and white bodysuits you saw all over Instagram in 2016. Back then, Beyoncé was riding, or rather anticipating, the wave of a new athleisurewear trend that has since become a lifestyle. Fast forward five years and throw in the current WFH (and working out from home) situation, and the new and improved Ivy Park has never felt more relevant.
The pandemic inspired the brand's new mantra back '#ThisIsMyPark’ back in October. Beyonce explained its meaning in her campaign videos, asking fans to look within: 'Where is your beast mode? What drives you? Where do your dreams lie? What is your motivation? The answer is, you guessed it, “your park”'. Now she's furthering that message for her Alpine-themed collection: 'Your Park Is Your Wonderland.'
And Beyoncé motivational brand messaging isn't just talk. She’s followed through with diverse sizing (XXXS-4X) for every collection, inclusive casting and fresh-faced models, including herself, sans the dramatic re-touching *insert Beyoné 'Flaws and All' lyrics here*.
The adidas x IVY PARK collection is coming soon and will be available online at adidas.com. Items are usually available in sizes XXXS – 4X.
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