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These days, the superstar-turned-supermogul is slaying—pop charts, music-industry standards, societal labels, and now, the athleticwear biz—all on her own.
This article originally appears in the May 2016 issue of ELLE, available digitally on April 5, on newsstands in select cities starting April 6, and nationwide on April 19.
In this worldwide ELLE exclusive, Beyoncé gives a rare in-depth interview, in which she speaks candidly about how the first Destiny's Child album helped her discover she had real power, why she approached Topshop to be her 50-50 partner in Ivy Park, the true meaning of feminism, what she wants to accomplish next, her "Formation" message, and much more.
Here, a sneak preview of Beyoncé's conversation with Tamar Gottesman in the issue…
How important was the ethos of the brand—the idea of self-love, of girls and women coming together?
"It's really the essence: to celebrate every woman and the body she's in while always striving to be better. I called it Ivy Park because a park is our commonality. We can all go there; we're all welcomed. It's anywhere we create for ourselves. For me, it's the place that my drive comes from. I think we all have that place we go to when we need to fight through something, set our goals and accomplish them."
That’s Beyoncé talking in the motivational video about her new activewear brand Ivy Park, the fruit of a joint venture between the global superstar and retail tycoon Sir Philip Green. The stand-alone brand with 200 styles will land April 14 in more than 12 retailers in 50 countries worldwide including Topshop, topshop.com, Zalando, Net-a-porter.com, Selfridges and Hudson’s Bay.
The collection is aimed at women who love to sweat — whether they’re running, lifting, yoga stretching or kickboxing — and who equate physical strength and well-being with happiness. The pieces are meant to fit like a second skin, with built-in support and robust wicking fabrics that are designed to last.
On Thursday, the singer revealed the Ivy Park name, uploading a video of herself on YouTube wearing some of the pieces. On Instagram, she posted an image of herself suspended from a series of hoops in a gym.
The video — which should bring some viewers to tears — features Beyoncé working out in a leafy park and a gym, with a voiceover by the singer talking about how her daily workouts help her stay balanced, feel good, and kick stress.
Topshop announces the arrival of Ivy Park – a new activewear and athleisure brand co-founded by Beyoncé, available in store and online on 14 April. Mixing high performance technical sportswear with fashion-led casualwear, Ivy Park empowers women through sport – no matter what your sporting ability or body shape. The collection centres on a core of sports staples: leggings in three rises, crop tops, drop arm tees, sweatshirts and technical jackets. All products can be mixed to create your personal sportswear uniform.
"When I'm working and rehearsing I live in my workout clothes, but I didn't feel there was an athletic brand that spoke to me," Beyoncé said in a statement. "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 made other women feel the same way."
The collection includes over 200 pieces of sportswear – from clothing and footwear to accessories – across dance, fitness and sports categories. Prices will range from $30 to $200.
Make sure to visit www.ivypark.com to listen to new music from Beyonce's upcoming album and check the full list of worldwide retailers.
After revealing last November their plans for a partnership, US singer Beyonce and British retail tycoon Phillip Green revealed on Wednesday that their upcoming active wear collection is to be named Ivy Park.
Aiming to celebrate both physical and mental health and wel-lbeing, the collection has been designed with ‘strength', ‘wellness' and ‘health' in mind.
Although images of the collection are yet to be unveiled, from details released so far we can expect an empowering collection that "offers product for all women of all body types, all sizes, and all price-points," which will encourage women to make sport an everyday and enjoyable part of their lives, and lead them to feel good about their bodies on both the inside and out.
The name of Beyoncé and Topshop's long-awaited sportswear brand has finally been revealed! "Ivy Park" was registered as a trademark name by Parkwood Topshop Athletic on December 11, 2015. You can read more about the trademark here.
Dancer Tammy Tansley will be featured in an advertising campaing for the fashion line, which reportedly was already shot in October! Her biography on bodyism.com states:
"Tammy models alongside her fitness career, she has led campaigns for brands including, FCUK, Topshop, Hunter, and Beyonce’s new fitness brand Ivy Park."
Beyonce wore pieces from the collection in the 7/11 interlude filmed for the Made In America festival! Watch the video again below.
In the world of celebrity collaborations, this should take some beating. Beyoncé and Topshop’s long-awaited sportswear/steetwear line will hit stores next April and be sold in up to 25 markets.
Topshop boss Sir Philip Green is banking on the buzz around the range to help drive sales and footfall at Topshop stores.
But this is more than your average celebrity tie up. Queen B, as the star is affectionately known, has formed a 50-50 joint venture with Topshop to launch the brand, called ‘Parkwood Topshop Athletic’, and both parties are obviously hoping it will turn into a runaway success and long-term relationship.
According to WWD, the items from the new Topshop-Beyonce collection will include athleisure-inspired clothing, accessories, and footwear that embody a sporty lifestyle and are perfect for trotting from the gym to your favorite post-workout lunch stop.
“Based on what she does, how she works out, the conversation got into that category,” Topshop owner Sir Philip Green told WWD in October of 2014. Since then, the beloved star has shot the images for the campaign and is even testing each piece of clothing to make sure they’re fit for those wanting to look just like B. “She’s also tried everything on to make sure it’s right,” Green told WWD last week, adding that the items are currently “in production.”
It’s Topshop’s first shared venture and for Beyoncé, it’s her second apparel play, as she already owns the brand House of Dereon.
Tycoon Sir Philip Green’s Arcadia retail empire is gearing up to unveil its long-awaited fashion range with pop star Beyoncé.
The confirmation that Parkwood Topshop Athletic, a joint venture with the singer, will launch its new athletic-streetwear brand in April 2016 comes as the group posted a profit rise despite “challenging times”.
Green told the Standard the range will be sold in some 20 countries.
Bored of your bumout sportswear? Looking for something a little more chic to work out in? Well look no further, because Parkwood Topshop Athletic Ltd, the beyutiful brain child of Beyoncé Knowles and Sir Philip Green, is getting ready for lift off *insert Jay-Z ft. Beyoncé dad joke here* having just signed its very own Communications Director. With 18 years of experience at both Alexander McQueen and Starworks Group, Amie Witton-Wallace sounds like the perfect addition to Queen Bey's dream team. Set to launch in spring 2016, the athletic street wear brand will comprise everything from clothing to footwear, across dance fitness, and sports categories. Yay!
She's arguably Topshop’s most famous customer. Now Beyoncé is connecting further by partnering with the brand.
Beyoncé Knowles and London-based Topshop have formed a 50-50 joint venture company, Parkwood Topshop Athletic Ltd., to produce an athletic streetwear brand, WWD has learned. It could launch in stores and online in fall 2015 at the earliest.
The deal is expected to be unveiled by Topshop in London today.
“This not a collaboration. This is about building a brand and building a business — a separate, proper business, with separate overhead and a separate office,” Topshop owner Sir Philip Green told WWD in an interview Sunday.
Asked how the deal came about, Green recalled: “Basically, when she was in London in February we arranged to get together. We started talking generally, about doing something together. We’ve been looking at that sector for a while. It’s something we need to be in. Based on what she does, how she works out, the conversation got into that category. We started getting into proper conversation in May or June, as to how it would work. It took six or eight weeks to put a deal together. On Friday, “Beyoncé came to our office for the last piece of the jigsaw puzzle.”
Beyoncé and her husband Jay Z have been widely photographed in Paris and London over the past week or so.
“I have always loved Topshop for their fashion credentials and forward thinking,” Beyoncé said.
As you know, Beyonce's collection for H&M is available in stores from May 2 and you can now see all the pieces and prices on their official website. In our gallery you will find new H&M promotional photos, advertisements, as well as pictures of promotional billboards in various cities.
Watch two Japanese commercials with new scenes under the cut!