Beyoncé and Philip Green have given us a sneak preview (well, as sneaky as it’s possible to get when got a global publicity campaign behind it) of the new Beyoncé Ivy Park athleisure line.
The big names in sports may be aggressively targeting the female consumer and female-focused brand like Lululemon may be enjoying a renaissance, but as a single brand launch, this is about as big as it gets in the athleisure category.
So, we’ve got Bey looking fab in a leotard and a number of other pieces from the collection, plus a video of her looking equally fab. It’s all intended to make the rest of us think we can look fab too, even if we don’t want to make a heavy several-hours-a-day commitment to working out.
But even if working out is a step too far, these are clothes for shopping in, dropping off the kids in and lounging in too. This line is meant to be BIG. It’s a joint venture between two billionaires looking to get a whole lot richer and will have a heavyweight push behind it.
For a start, it’s no a toe-in-the-water launch. It’s a 200-piece collection of sports bras, leggings, jackets, bodysuits, socks, leotards, shorts and a whole lot more.
With details like signature seams, convertible lo-to-hi-rise waistbands, mesh trims and more, US prices range from $30 to $200.
The collection is launching this month in 50 countries and in 12 store chains/e-stores, including JD Sports, Nordstrom, Selfridges, Philip Green’s own Topshop (of course), and Net-a-Porter.