Beyoncé's new athleisure brand, developed as a label within Topshop, announced it will officially be launching on April 14. Ivy Park promises to merge "fashion-led design with technical innovation" in order to develop "a new kind of performance wear: modern essentials for both on and off the field."
But that's just jargon: it's the singer's inspirational clip showing off some of the inaugural collection that really impresses. "I would wake up in the morning and my dad would come knocking on my door, telling me it’s time to go running," Beyoncé says in a voiceover. "I remember wanting to stop, but I would push myself to keep going. It taught me discipline. And I would think about my dreams... There are things I’m still afraid of. When I have 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. The park was made me who I am. Where's your park?"
The website for Ivy Park comes with a soundtrack: if you hold down your cursor, you can hear several different instrumentals. Lately rumors of an imminent Beyoncé album have been picking up steam; the presence of the new music is likely to add fuel to those fires. (Some of the instrumentals don't seem to be familiar Beyoncé songs.)
Find your park below.
