Beyonce Launches New Athleisure Collection on Instagram
Beyoncé has launched her new 2016 Autumn/Winter Ivy Park leisurewear collection with a video ad featuring Jay Z and their daughter Blue Ivy. Just like her last two albums, news of the new items was released without fanfare on Thursday.
A press release sent to fashion outlets simply suggested the “Crazy in Love” singer wanted to “merge fashion-led design with technical innovation – creating a new kind of performance wear.” The new collection features “bonded satin neoprenes and high-performance ribs, elevating modern asymmetrical shapes with a tailored feel” and “unexpected logo placement in quilted textures.” Beyoncé launched the new Ivy Park line on her official Instagram, sharing images besides the video of the items in the range, which became available in stores and online from September 22 at Topshop, Nordstrom, Selfridges, Net-a-porter, and other stores.
Beyoncé used her last Ivy Park campaign to tease new music in the run-up to the release of “Formation.” Meanwhile, the new commercial for the Fall 2016 collection features Queen Bey narrating scenes of herself working out in the fresh apparel, stating, “I stretch my body out like the horizon. I teach my body every day that it can go even further.” Her husband Jay Z and daughter Blue Ivy, who the collection is partly named after, also are featured in what appears to be home video footage. Blue holds hands with her dad in one adorable scene. “When I’m about to give up, I picture that one person I love more than anyone,” Beyonce continues. “I picture myself wherever they are in the world, and I picture myself running towards them… I make it to the end, and I find love.”