Global superstar Beyonce launched her highly anticipated ‘athleisure’ fashion line, Ivy Park, in Selfridges Birmingham this week (APRIL).
Merging sportswear with fashion-led design, the hotly awaited range by the Queen of pop, which includes progressive, stylish essentials to look chic both on and off the field, is now on sale at the city-centre store.
From leggings that tone and have the Ivy Park logo emblazoned on them (£25) to mesh workout bras (£20), Selfridges Birmingham is selling a capsule collection from the popular range, with prices beginning at £20.
With an aim to create a line that is both practical and stylish, Beyonce, who is the most Grammy-nominated woman ever, has combined technical innovation with streetwear cool to create resistant but fashion-inspiring attire. Pieces use breathable, durable fabrics that both lift and shape the waist to enhance the female form, as well as use substantial straps for maximum support.
Adam Hockney, general manager of Selfridges said: “Ever since Beyonce uploaded an Ivy Park picture to her Instagram, we knew this would be one of the most highly anticipated launches of the year. Beyonce is the ultimate role model for young women – she’s healthy, purposeful, successful and happy – and the Ivy Park range reflects this. More people than ever are conscious about their health and wellbeing and the clothes in this range can be worn seamlessly from the gym to socialising. We know it’s going to be hugely popular.”
With a name inspired by Beyonce’s daughter Blue Ivy and the star’s personal solace in parks, a place which motivates her to set goals and accomplish them, Ivy Park has come to Selfridges as part of the store’s everyBODY campaign. The project aims to influence the way we depict, treat and talk about our bodies to promote joy, strength and beauty of individuals united in motion.
For more information on Selfridges, visit: www.selfridges.com