Photo: Beyonce
Beyonce is collaborating with Adidas for the new collection of her athleisure brand Ivy Park. But that’s not the only reason we’re excited about the partnership, which is set to launch a collection of sportswear, including jewelry and earpieces. Bey chose to give out the sneak peek of Ivy Park relaunch wearing statement-making box braids adorned with her artfully designed brand name in an eye-catching hue of maroon beads.
For us beyhives, this means a reminder of our cultural hairdo, giving all of us the motivation to go extra, especially this season of festivity.
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If that isn’t enough to spark up your excitement, Bey also shared some pictures of her pieces of jewelry range and with just a glimpse, you can easily tell your entire savings is about to disappear. Just check out the Ivy Park ring, the ankle bracelets or the earpieces.
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Speaking about the partnership with Adidas, Beyonce referenced her mother’s tutorship as well as her personal style, saying that the new line is fun and all about creativity.
“My mother instilled in me the idea that creativity starts with taking a leap of faith—telling your fears they are not allowed where you are headed. And I’m proud to do that with Adidas,” she told Elle.” I am excited for you to see the campaign for the first collection of this new partnership. It incorporates my personal style and expands that to include something for everyone. I love experimenting with fashion, mixing high and low, sportswear with couture, even masculine and feminine. This new line is fun and lends itself to creativity, the ultimate power.”
For the first time ever, the new Ivy Park collection will also have something for the men and according to the singer, this time around, she focusing on designing a unisex collection because she has seen many men favoring the brand.
“I focused on designing a unisex collection of footwear and apparel because I saw so many men in IVY PARK,” she explained. “The way they have embraced the brand is an unexpected gift. I appreciate the beauty of gender-neutral clothing and breaking the so-called fashion rules. I took a chance on myself when I bought my company back. We all have the confidence in us to take chances and bet on ourselves.”
According to the reports, the collab has been a long-time project with Adidas since April, after Bey canceled her previous partnership with Topshop owner Philip Green, last year. So in this case, expect to see the new release is stores starting from January 18th.
