What Beyoncé did next: Introducing Ivy Park

It’s unknown whether Beyoncé's new clothing brand will be available at one or more of South Africa’s six Topshop stores. (Supplied)

It’s unknown whether Beyoncé's new clothing brand will be available at one or more of South Africa’s six Topshop stores. (Supplied)

Instead of releasing her much-anticipated 6th studio album after breaking the Internet with the think-piece detonating Formation, the song and music video she released in February, iconic American singer Beyoncé Knowles, as usual without any warning to the world, launched another venture on April 1 – a performance wear clothing label named Ivy Park in association with giant British retailer, Topshop.  

“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,” it says on the brand’s newly-launched website.  

Consisting of leggings, leotards, headbands, hoodies, crop tops t-shirts and slip on shoes, the athleisure (when gym clothes are worn as casual wear outside of the gym) wear brand, worn by Beyoncé and her squad of good looking women breaking sweat in the brand’s short film, will be sold at exclusive department stores and selected Topshop stores worldwide from April 14 2016.  

In the film, Beyoncé makes exercise look like a walk in the park and shares memories of the Texas park that inspired the brand’s name, a place she grew up running and playing in, a place she returns to at every milestone in her life, such as when she gave birth to 4-year-old daughter Blue Ivy, who also appears in the video sitting on her mother’s back wearing children’s Ivy Park gear.  

It’s unknown whether the bold new brand will be available at one or more of South Africa’s six Topshop stores – but knowing the size of the Beyhive here, the colloquial term for Beyoncé militant and dedicated fans, we might just be lucky enough to be part of this formation.

 
Milisuthando Bongela

Milisuthando Bongela

Milisuthando Bongela is the Mail & Guardian's arts and culture editor. She is a multi award-winning writer, blogger and collaborator. She has experience in the arts having worked in fashion, music, art and film as well as a decade-long career in consulting, entrepreneurship, blogging and cultural activism. She is also directing a documentary about hair and black identity, a film she calls the report card on the rainbow nation project. Read more from Milisuthando Bongela

    Comments

    blog comments powered by Disqus

    Client Media Releases

    MTN presents iPhone 7, iPhone 7 Plus
    Study analyses progress to achieving SDG targets
    Cast your vote for 2016 IT Personality, Visionary CIO
    New CEO to lead Sanral into new era
    SAP Skills for Africa SA chapter starts