Beyoncé Announces New Activewear Line IVY PARK
The Knowles-Carter regime is having a better week than most royal families. Jay Z has taken new strides in the battle of the streaming services with his quest to add movies, and word on the street is that Beyoncé will mark her territory in fitness. Today, the pop star casually dropped a video to announce her new activewear line in partnership with Sir Philip Green called IVY PARK. (Oh, and she's also on the latest cover of Elle. Slay, Bey.)
The brand is described as "a merging fashion-led design with technical innovation" with a collection of "modern essentials" that aim to create a "new kind of performance wear." The trailer is narrated by Queen Bey herself and shows her representing the brand while engaged in a variety of exercise routines.
"There are things I'm still afraid of," says Beyoncé. "When I have to conquer those things, I still go back to that park. Before I hit the stage, I go back to that park. When it was time for me to give birth, I went back to that park. The park became a state of mind. The park became my strength. The park is what made me who I am."
The video ends dramatically with Beyoncé strolling away in a bodysuit asking, "Where's your park?"
Now, we can all pretend to be Beyoncé as we get fit when IVY PARK drops on the shelves sometime in April. This is a solid example of "let's build fam" in full effect.