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First Beyoncé & Adidas products to be released by the end of the year

May 5, 2019

Reaching more female customers has been a top priority for Adidas since 2015, when it announced the company strategy that’s still guiding it today. Then, as now, sales to women were a disproportionately small slice of the total business—as they generally are at big sneaker brands, which historically haven’t designed for or marketed to women anywhere near as much as they have men. For brands that can win them over, women represent a lot of potential dollars.

That’s essentially why Adidas has teamed up with singer and global superstar Beyoncé, CEO Kasper Rorsted acknowledged on a company earnings call today. While the company’s women’s business has been growing strongly, it remains a “particularly strong opportunity for us because it is an underrepresented part of our business… we’re still by no means where we need to be,” he said. “There’s no doubt that Beyonce will help us in this area.” The first limited products from that collaboration will release toward the end of this year, he added.

The singer has a reach few in the world can match. On Instagram alone she has 127 million followers; just for the sake of comparison, mega-star Rihanna has about 70 million. After she and Adidas first announced their partnership, the shots she posted on the social network collectively drew tens of millions of likes and hundreds of thousands of comments. At a moment when pop stars seem to be more effective at selling sneakers than pro athletes, Beyoncé could have a noticeable effect on the company’s sales to women, especially since Adidas has found in the past that people such as influencers are a more effective way to reach women than athletes anyway.

Beyonce reportedly walked out of deal with Reebok over lack of diversity

April 6, 2019

Beyoncé, who announced a partnership agreement with Adidas earlier this week, reportedly walked out of a potential deal with Reebok due to the brand’s lack of diversity.

“Throughout this process over the last year or two, she had discussed with Under Armour, with Reebok as well, Jordan at one point was interested in maybe partnering with her,” ESPN writer Nick DePaula said of the singer during a recent appearance on the sport network’s program “The Jump.”

“She had a meeting at Reebok and they had a whole presentation of everything, potential products, how this could all look, and she kind of took a step back and said, ‘Is this the team that will be working on my product?' ” DePaula quoted.

“Somebody said, ‘Yes,’ and she said, ‘Nobody in this room reflects by background, my skin color and where I’m from and what I want to do.’ So she took a step back and left and then it did not come to terms,” he continued.

“For her, it really goes beyond that. It’s not just about putting her name on a shoe and here’s the new Adidas Beyoncé 1, or whatever they end up calling it. It’s about having an imprint on the company and an impact in terms of diversity,” the sports writer concluded.

adidas and Beyoncé Announce Iconic Partnership

April 4, 2019

- Beyoncé and adidas come together with a shared respect for and commitment to creativity, and the belief that through sport, we have the power to change lives -

- This unique relationship aligns both parties around a set of core principles including the importance of women in leadership, shared ownership, empowerment and collaboration -

- Beyoncé will be a creative partner for the brand, develop new signature footwear and apparel, as well as re-launch Ivy Park with adidas -

adidas and Beyoncé have announced a multi-layered partnership that will include inspiring and empowering the next generation of creators, driving positive change in the world through sport, and identifying new business opportunities.

"This is the partnership of a lifetime for me," said Beyoncé. "adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader."

Beyonce Takes Full Control of Ivy Park Clothing Line

November 15, 2018

Beyonce's Parkwood has cut ties with British retail magnate Philip Green, ending a 50/50 partnership that culminated in the launch of her athleisure clothing brand Ivy Park.

Green has recently been accused of sexual harassment, bullying and racial abuse of staff at his companies. He was named in parliament last month as having taken steps to prevent publication of the allegations. The billionaire owns the Arcadia Group, parent of Topshop, which reportedly owned half of Ivy Park.

"After discussions of almost a year, Parkwood has acquired 100 percent of the Ivy Park brand," Ivy Park said in a statement, adding that Topshop stores will fulfill any existing orders for Ivy Park clothing.

The deal was originally reported by the Financial Times. Financial details were not disclosed.

The Topshop-backed line of fashion-forward bodysuits, leggings, crop tops and other sporty gear made its debut in March 2016, "creating a new kind of performance wear: modern essentials for both on and off the field," the company said at the time.

Subsequent marketing campaigns have featured SZA, Black-ish star Yara Shahidi and model Sophie Koella, among others.

Ivy Park Resort 2018 Collection

November 2, 2018

Ivy Park Resort 2018 is available now! Shop the new collection.

New Ivy Park AW18 Drop

October 9, 2018

The new Ivy Park AW18 drop is available now! Find your closest retailer here.

New Ivy Park AW18 Items

September 22, 2018

Are you ready for more Ivy Park?! The latest AW18 drop is in stores now. Find your closest retailer.

Ivy Park Available on Shop Beyoncé

August 23, 2018

Ivy Park just landed at Shop Beyoncé! Shop the AW18 collection now at: https://shop.beyonce.com/collections/ivy-park

Ivy Park AW18 Collection Available Now

August 15, 2018

The Ivy Park Autumn/Winter 2018 collection has arrived! Shop now.

Balmain x Beyoncé Available Now

July 14, 2018

The Balmain x Beyoncé capsule collection is available now on Shop Beyoncé!

Beyoncé Is Collaborating With Balmain on a Charitable Capsule Collection

July 11, 2018

Just before Coachella was rechristened Beychella, Beyoncé Knowles and Balmain creative director Olivier Rousteing had an idea. It happened in a rehearsal, while Beyoncé and her dancers were practicing in their Balmain-made looks inspired by the marching band uniforms of America’s historically black colleges and universities. “When she saw all the dancers loving the outfit—and she was loving her own outfit—she realized that what we were creating on stage for her, for all the dancers, was something really impactful,” says Rousteing. It clicked: Why not make a Beyoncé x Balmain collaboration that could make those poignant graphics available to all of Bey’s fans clamoring for a piece of history?

On Friday, July 13, Balmain will launch a three-piece Balmain x Beyoncé collection in its Paris flagship, with the items going on sale on balmain.com and beyonce.com the following day. Comprised of the yellow and pink sweatshirts Beyoncé wore on stage at Coachella, the collection also includes a black tee with the same sorority-inspired graphic.

“I worked really long with her on the Beychella moments, and the fact that we can release this collaboration that is based on our creativity, Beyoncé and I, is really a big, big step for fashion and music together,” continues the designer. “Beyoncé, she’s such a perfectionist; she’s someone that is so strong and has such a great point of view. She’s about feminism, empowering women, and the idea of bringing that collaboration where we can share the same ideas, the same vision of music, the same vision of fashion, the same vision of what is going on in the world, it’s more than just clothes. It’s a strong message, and I’m really proud to be a part of that.”

New Items from Ivy Park's Pre-Fall Collection

July 5, 2018

More items from Ivy Park's pre-fall collection just hit stores! Shop now!

On the Run II Tour Merch Available on Beyonce Shop

June 16, 2018

Some of the On the Run II Tour merchandise is now available on Beyonce Shop!


Also, OTR II X IVY PARK limited edition hoodies will be available for each city during the tour, starting with London!

Ivy Park Debuts Football, Baseball & Cycling-Inspired Activewear

June 11, 2018

Ivy Park introduces its latest offerings of activewear for spring/summer, as this latest drop places an emphasis on American football, cycling, boxing and baseball.

Utilizing the uniforms used for each sport, American football jerseys are reinterpreted with boxy tees in Airtex fabrications and shoulder paneling. Cycling-inspired jerseys incorporate oversized logos and second skin cycling shorts, while references to boxing include high-waisted shorts with rubberized logo patches, followed by linear contour panels mimicking baseball stitching.

With the range comprised of breathable sweat-wicking properties, along with open mesh fabrics, playful cutaways, ergonomic paneling and bold branding across, the collection is rounded out with oversized tees and cropped hoodies.

All rendered in a vibrant palette of “graphic black,” “ink blue,” “optic white,” “poppy red,” “tiger orange,” “sky blue” and classic grey, you can find the entire line at all Ivy Park retailers listed here.

Beyoncé Supports Figure Skating in Harlem

April 18, 2018

Beyoncé has amped up the visibility of her philanthropic work after her historic Coachella performance. On Monday, the singer revealed that she would be donating $100,000 of scholarship funds to HBCUs. The four schools included Xavier University, Wilberforce University, Bethune-Cookman University and Tuskegee University.

Bey is now using her activewear brand IVY PARK to help to empower young female figure skaters through the organization Figure Skating in Harlem. Through the collaboration, the young girls were gifted with product from the line to help encourage them to continue on in their sport.

FSHarlem was started by Sharon Cohen in 1997 as a means to give girls in the New York City community a space to participate. Figure skating can often times be exclusive to people of a certain class and demographics. Cohen believed that the discipline required to partake in figure skating would help to foster the tools needed to succeed in school and through college.

As a part of the campaign, the FSHarlem girls modeled the Spring line in a short film. Cohen says they were “in shock” when she revealed that they would be working for the pop star.

Ivy Park SS18 Campaign

March 8, 2018

Today Ivy Park celebrates International Women’s Day with their Spring/Summer 2018 campaign, highlighting the collective strength of women all over the world. Shop the new collection now!



Ivy Park Spring/Summer 2018 Collection Now Available

January 17, 2018

Ivy Park’s cult pieces have a slick utilitarian focus this season. Deconstructed details, angled cut-outs and outsized logos define everything from crop tops to leggings for a cool, military-inspired feel. Shop the collection now!

New Ivy Park Items

December 5, 2017

More items from the new Ivy Park collection are available now on Topshop!

New Ivy Park Items

November 7, 2017

New Ivy Park items are available now on Topshop!

IVY PARK's FW17 Campaign Celebrates Beauty of All Kinds

September 7, 2017

The IVY PARK 2017 fall/winter campaign introduces four new faces. Actress Laverne Cox and dancer Karen McDonald pose alongside models Grace Bol and Ralph Souffrant for a diverse representation of beauty and strength.

Each muse is styled in its classic pieces, updated for the fall season. The color palette is reworked to include a range of shades like deep teal, porcelain blue, chili red, scarlet and dusty pink. The hues are colorblocked on asymmetrical jackets, sweats and T-shirts that add a new level to activewear. Co-founder Beyoncé shared the inspiration behind the unique campaign:

“The message for this campaign is to celebrate everyone’s uniqueness. True beauty and power are born out of strength of character from the inside out. There is no one standard of beauty.”

Take a look at the lookbook and watch the short clip below. Shop the collection now on Topshop!



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Beyoncé in House of Deréon Winter 2012 collection shot by famed international celebrity and fashion photographer Jean-Baptiste Mondino. The collection is inspired by the entertainer’s chic yet sexy personal style.

The American pop star is chalking out her schedule to make a trip late this year to promote her fashion line House Of Dereon that has been launched in India on the portal www.rock.in. “Beyoncé is keen to come down. The dates and the cities she will visit are still in the planning stage,” says an insider.

Knowles, on her part, can’t wait to get a taste of the country after her last visit in 2007. “I am glad to showcase my collection to the Indian audience. I am very fond of Indian style, in fact during my last visit, I shopped a lot from India. However, I found the food to be very spicy because of the exotic spices,” she says. Suraj Sharma, CEO of the portal confirms the news and says, “We are excited about the association.”
Beyoncé and Tina Knowles unveil the campaign for their House of Deréon autumn/winter 2012 collection. Shot by famed international celebrity and fashion photographer, Jean-Baptiste Mondino, the images feature the brand’s muse Beyoncé, wearing several key looks from the autumn/winter ’12 collection.

The much anticipated fall/winter collection was inspired by Beyoncé’s historic performance at the Glastonbury Music Festival last year. The autumn delivery is focused around the ‘boho-inspired girl who attends the festival and includes floor length skirts, casual jersey tops paired with denim that is an homage to the alternative rock bands, their music and eclectic sense of style.

For winter, the inspiration is more focused around Beyoncé’s Glastonbury stage look. This delivery features sequined styles and an intensified color palette that uses strong shades of ruby and amethyst ground with black to create a bold, exciting fashion statement that evokes a luxe party theme and speaks to a rocker in all of us.

Brand co-founder, creative director and designer Tina Knowles said, “I am so excited about this autumn and winter ad campaign. The images of Beyoncé are amazing and we had a lot of fun using the festival experience as our inspiration. Like music, fashion has a universal appeal and we look forward to hearing the consumer’s reaction to the new campaign and to the collection.

Stockists include very.co.uk, Lipsy.co.uk, Bank, USC, Next.co.uk, Nelly.com and Amazon.
Fashion retailer Next are proud to present beautiful women's clothing from Beyoncé Knowles' brand, House Of Deréon. The young, fresh and confident SS12 fashion collection at next.co.uk includes ever popular dresses as well as playsuits and tops. Even better, these stylish designer selections can be delivered to you the very next day if ordered before 9pm. House of Deréon is the contemporary fashion collection created and developed by Beyoncé and her mother Tina Knowles. From party dresses to playsuits, the palette of the collection is soft pastels flowing effortlessly from cool mints, warm rusts and nudes to the key colour of SS12 - coral. The details of the season include feminine ruffles, bohemian inspired prints and delicate florals. The infusion of a vintage inspired delivery makes this SS12 season even more trend right! Subtle touches of lace, delicate pin tucks and smocking - perfect for the city streets or the summer festivals. The SS12 House of Deréon collection aims to encapsulate the modern woman; confident, stylish and up to the minute. Tina Knowles, House of Deréon creative director, and her design team travelled extensively in Europe to create a collection inspired by the mysticism of old traditions with the vibrancy of modern cultures. This has been blended with Beyoncé's own individual and charismatic take on fashion - to create the Beyoncé Style with the motto 'Couture.Kick.Soul'. With hundreds of amazing designer brands at next.co.uk, House of Deréon can be found amongst catwalk inspired LK Bennett, Yumi, Firetrap and Lipsy dresses at next.co.uk/branded/womens-house-of-dereon. Don't forget you can get the latest news and competitions by liking Next on Facebook or following @nextofficial on Twitter.
Beyonce and her mother Tina Knowles talk to CNN's Becky Anderson during London Fashion Week about the launch of their fashion label, House of Dereon, and Beyonce's pregnancy.

Beyonce: I grew up in a fabric store. Unfortunately my mother would say: "Come on let's go to the fabric store," and she would make all of these beautiful clothes for myself and the other ladies of Destiny's Child, and after so many years my fans said we want to buy these clothes somewhere, so it was a natural thing for us to do this line, and it's so great for us to be able to do it together, number one because we get to spend time together, and two because we have such respect for each others' taste.

Becky: Tina what is it like to see not just your daughter but your designs on television?

Tina Knowles: Oh it's unbelievable sometimes and I never anticipated that. I started designing things out of necessity because there were budgetary restraints. So I would buy fabrics instead of clothes and just make them.

Beyonce: Back in those days they wouldn't loan us the clothes.

Tina: And it's funny when you need the clothes they won't loan them to you, and when you don't need them everyone wants to give them to you, so that's how it started but that was very exciting to see the clothes on TV. Read more...
Beyonce and Tina Knowles unveil two separate campaigns for their House of Dereon fall and holiday 2011 collections. The Fall imagery shot in Los Angeles by celebrity and fashion photographer, Tony Duran will be the first to launch. These images, shot against a simple backdrop, feature Beyonce sporting the House of Dereon line looking ultra glam with a wild mane of curly hair and vibrant colored makeup. The campaign will break in the UK this September to coincide with the launch of the House of Dereon line available exclusively at the renowned retailer, Selfridges & Co. With the Fall collection titled City Jungle, one photo features her in a snake print hooded jumper while another in suede shorts and dolman sleeved printed chiffon blouse. The Holiday campaign, which makes its debut in October was shot by the famed fashion photographer, Terry Richardson at the trendy Standard Hotel in New York City. With the collections Global Nomadic theme, the campaign takes cues from the inspiration behind Beyonce's latest album 4 and depicts her as a modern day nomadic woman of the world. The images feature her in a sequined blazer over a draped mini skirt in one set-up, and cocktail dress in the other, all paired with head wraps and chunky ethnic jewelry and body ornamentation. The end result is simultaneously powerful, glamorous and thoroughly modern all at the same time. The images from both campaigns will appear in international publications that include InStyle UK, Rollacoaster, SuperSuper, and international editions of Vogue and Elle. Co-Creative Director Beyonce said, "Working with Tony and Terry on these two separate campaigns was such an amazing experience. Their approach is so different, yet to me the end results are so beautiful in their own unique way." Creative director and designer Tina Knowles said, "I am so excited about the upcoming campaigns for House of Dereon. These two incredibly talented photographers have captured such strong images of the collections and Beyonce. I believe each will create a positive emotional reaction from our customers in the UK. We are so excited about the launch of our House of Dereon there and are thrilled to support it with these two powerful campaigns."
Both Beyoncé and her wild stage alter ego, Sasha Fierce are committed fashion lovers. To that end, the star, along with her mother, Tina Knowles (who made many of the outré costumes for Destiny's Child, when they toured together), created their own clothing line in 2005. Now their collection, House of Deréon, will be available in London for the first time, launching in Selfridges in September. House of Deréon is named after the singer's grandmother, the late Agnéz Deréon, who was born in Louisiana in 1924. Deréon was a dressmaker who made custom-made clothing for private clients throughout the South and is described by Beyoncé and her mother as "a true Renaissance woman". Beyoncé is her mother's muse for the line - "With her sense of style that's unmatched and her chameleon-like take on fashion that's ever changing" - and she collaborates on every aspect of the collection. The look for the House of Deréon autumn/winter 2011 collection is inspired by their idea of a "city jungle" with leopard, snake and African rose prints, which blend "tribal cues with edgy silhouettes". Prices start at around £80 for a dress. Tina Knowles said: "The combination of colours, exotic prints and silhouettes make for a cohesive collection with tremendous appeal. Beyoncé and I are so proud of the line-up and we can't wait to see the consumer's response and how she makes it her own." The pair say the mission of their company is simple: "To fuse celebrity power and design artistry into a brand of global importance."