The American singer presented on Instagram teasers from the new Ivy Park x adidas collection.
American singer Beyonce presented the first pictures of things that will be included in the collection of her own brand Ivy Park in collaboration with adidas. The "Queen of R'n'B" posted teasers of clothes and accessories from the new collection on her Instagram account, which has about 135 million followers. In the first hours after publication, the title post collected about 5 million likes.
The singer poses for a photo in a deep purple sports bodysuit with orange stripes, and also presents sneakers made of white leather with thick rubber soles with characteristic three stripes and a number of accessories with her own brand logo. Products created by Ivy Park in partnership with the designers of the German sports brand will be available after January 18, 2019. All items will be available in limited quantities. In the near future, Beyoncé will announce in which locations and online stores the sale of Ivy Park x adidas will start.
"This new line is fun and epitomizes creativity and higher power," commented Beyoncé. “When creating this collection, I tried to focus on unisex clothing and footwear, as I had seen a lot of men in Ivy Park before. The way they perceived the brand is an unexpected gift for me. I appreciate the beauty of gender-neutral clothing and breaking the so-called rules of the fashion industry.”
adidas, which has recently been actively expanding its womenswear business, hopes to attract new female customers around the world through a partnership with Beyoncé. The singer will allow the brand to gain huge social media coverage. adidas has collaborated previously, including with Stella McCartney, Karlie Kloss and Pharrell Williams. The partnership will also serve as a catalyst of sorts for the relaunch of fashion sports brand Ivy Park, which Beyoncé acquired in late 2018 from Topshop owner Philip Green.