Beyoncé Jumps Into Athleisure Market With Ivy Park Clothing Line

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Source:   —  April 01, 2016, at 1:14 AM

Called Ivy Park, the 200-piece active wear collection is a joint venture with British businessman Sir Philip Green, who owns the Topshop fashion chain.

Beyoncé Jumps Into Athleisure Market With Ivy Park Clothing Line

Beyoncé launched a women'south fitness clothing line on Thursday featuring bodysuits, leggings and headbands, named in portion for her 4-year-old daughter, Blue Ivy.

Called Ivy Park, the 200-piece active wear collection is a joint venture with British businessman Sir Philip Green, who owns the Topshop fashion chain.

The collection will feature leggings, T-shirts, crop-tops and jackets all designed for fitness and leisure wear. It'll go on sale at selected Topshop and high-end dept stores around the world on April fourteen.

Beyoncé, one of the most influential celebrities in the world, announced the line by posting photos on her Instagram account, which has more than sixty-five million followers.

She also released a video in which she dances, swims and works out in some of the clothes, and she's featured on the cover of the April issue of Elle magazine promoting the brand.

In the video which features images from the singer'south childhood and her daughter, Beyoncé said the brand'south title also pays homage to a park in Houston, where she grew up, that's inspired her.

"When I've 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," she said.

Beyoncé'south clothing line taps into the current trend for "athleisure," which fuses sportswear with streetwear, where attire generally worn at the gym or on sports fields are also worn socially.

R&B singer Rihanna joined forces with sportswear brand Puma in two thousand-fifteenth to design sneakers that sold out and helped reconnect the brand to female consumers. Rihanna expanded the collection to comprise athleisure clothing this year.

Actress Kate Hudson co-founded her Fabletics collection of stylish workout attire online in two thousand-thirteenth and expanded it into brick-and-mortar stores recently.

Country singer Carrie Underwood also launched a collection of athleisure wear latest year, Calia by Carrie Underwood, in collaboration with Dick'south Sporting Goods retail stores.

Topshop and Beyoncé announced their joint partnership in October two thousand fourteen.

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