Beyonce sure knows how to get massive attention and after keeping her fans in limbo and confused over what she had coming this month. She finally surprised everyone with her Sporty clothing line, Ivy Park.
Ivy Park (named after Blue Ivy) collection includes over 200 pieces of sportswear, from clothing and footwear to accessories, across dance, fitness and sports categories.
Beyonce with the help of Elle USA’s Instagram page built up anticipation for the collection. As the company dropped a Beyonce photo every hour for 25 hours and at the final hour, shared a photo of Beyonce wearing a leotard from Ivy Park clothing line and a little investigation shows. This was followed by the creation of the @wewearivypark Instagram page.
According to the website, “Ivy Park is merging fashion-led design with technical innovation. Creating a new kind of performance wear: modern essentials for both on and off the field.”
The brand is a joint venture with Sir Philip Green, who’s chairman of Arcadia Group, which owns Topshop, Topman, Miss Selfridge, and other retailers.
Understandably, Beyonce, takes on the modeling duties for the official Ivy Park launch as the website is filled with the pop star rocking the outfit.
See the promo photos and video below.