Beyoncé releases first images of athleisure brand

The news that has got the WGSN office buzzing this afternoon, is that Beyoncé has released the first images of her athleisure collection.

The brand, called Ivy Park, which has been created in collaboration with Sir Phillip Green, focuses heavily on leotards and looks inspired by DKNY’s heavily logoed 90s streetwear collections.

WGSN’s active director, Clare Varga said of the collection: “Utterly worth the wait, more ath than leisure. Compared to some of the other celebrity sports brands, it looks real, it’s her, and you can see it.”

Speaking of the lookbook, which has launched on Ivypark.com, she adds: “The launch is really immersive, you’ve got a fantastic look book, exclusive music from Beyonce and it is everything you expect from Queen Bey.”

The athleisure line features 200 pieces, and consists of blue logo-heavy sports bras, mesh-trim bodysuits, metallic print jackets and over-the-thigh hockey socks

Beyonce said: “When I’m working and rehearsing I live in my work out clothes but I didn’t fee there was an athletic brand that spoke to me. My goal with Ivy Park is to push the boundaries of athletic wear and to support and inspire women who understand that beauty is more than your physical appearance. True beauty is in the health of our minds hearts and bodies. I know that when I feel physically strong, I am mentally strong and I wanted to create a brand that makes other women feel the same way.

The line has been designed at Topshop’s HQ, but will function as a separate business with separate offices. Ivy Park has partnered with 12 brands and will be stocked globally in 50 countries with online and bricks-and-mortar stockists including Topshop, Net-a-Porter, Nordstrom, Selfridges and JD Sports.

The line will be available from April 14.

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