Beyonce has launched a fitness clothing range called Ivy Park. Unfortunately TopShop SA has confirmed that the range will not be making its way to South Africa. Which means you can buy it when travelling. Below is the look book as well excerpts of Beyonce talking about the range.
Let’s start with Ivy Park. How long has that been in the works?
I’ve been shopping at Topshop for probably 10 years now. It’s one of the only places where I can actually shop by myself. It makes me feel like a teenager. Whenever I was in London, it was like a ritual for me—I’d put my hat down low and have a good time getting lost in clothes. I think having a child and growing older made me get more into health and fitness. I realized that there wasn’t really an athletic brand for women like myself or my dancers or friends. Nothing aspirational for girls like my daughter. I thought of Ivy Park as an idyllic place for women like us. I reached out to Topshop and met with Sir Philip Green [chief executive of its parent company, Arcadia]. I think he was originally thinking I wanted to do an endorsement deal like they’d done with other celebrities, but I wanted a joint venture. I presented him with the idea, the mission statement, the purpose, the marketing strategy—all in the first meeting. I think he was pretty blown away, and he agreed to the 50-50 partnership.
You’ve done fashion lines before. What have you learned from this one?
I’ve learned that you have to be prepared. And when you visualize something, you have to commit and put in the work. We had countless meetings; we searched for and auditioned designers for months. I knew the engineering of the fabric and the fit had to be the first priority. We really took our time, developed custom technical fabrics, and tried to focus on pushing athletic wear further. And because I’ve spent my life training and rehearsing, I was very particular about what I wanted. I’m sweating, I’m doing flips—so we designed a high-waist legging that’s flattering when you’re really moving around and pushing yourself.
Which details are you most excited about in the collection?
There’s an invisible underlining in our garments that sucks you in and lifts your bottom so that when you’re on a bike, or when you’re running or jumping, you don’t feel that extra reverb. And there are little things, like where a top hits under your arms, and all of the areas on a woman’s body we’re constantly working on. I was so specific about the things I feel I need in a garment as a curvy woman, and just as a woman in general, so you feel safe and covered but also sexy. Everything lifts and sucks in your waist and enhances the female form. We mixed in some features found in men’s sportswear that I wished were interpreted into girls’ clothes. We worked on the straps, making them more durable for maximum support. But the foundation for me is the fit and the engineering of technically advanced, breathable fabrics.