Ivy Park by Beyoncé: Athleisure’s biggest launch yet

Beyonce Ivy Park 1

Ivy Park by Beyoncé

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.

beyonce-ivy-park-04

Ivy Park by Beyoncé

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.

5616

Ivy Park by Beyoncé

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.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s