As yet another high street retailer attains a famous face in our Queen, Beyoncé, we check out whether it’s just your average endorsed collection hanging on the rails.
Beyoncé is one of the modern day stars that puts everything and all into anything she creates. However, from the moment her album & tour ‘Formation’ was announced, she was met with some criticism. Ivy Park being no different.
In an exclusive interview with Elle magazine, the singer opened up about the sweeping controversy: “I’m an artist and I think the most powerful art is usually misunderstood. But anyone who perceives my message as anti-police is completely mistaken,” she told the publication before adding, “Let’s be clear: I am against police brutality and injustice. Those are two separate things.”
Alongside retail giant, Topshop, Beyoncé was heavily involved in the creation of ‘Ivy Park’; an empowering athleisure label with 115 alternate pieces from leggings to bodysuits and parkas to sliders. It has to be admired for how it was centred around such a niche market, it’s social media popularity commendable too. It was the most engaged with brand on Instagram to date but many believe that’s because of Beyoncés only online presence being on the site. There was widespread criticism of her photoshoot with the magazine too as she was snapped wearing several pieces not available from the label at all. Elle quickly removed any credit taken from the separate clothing items and released a small statement in the aftermath denying they had done so.
It get’s stranger and stranger; although the line is almost sold out, absolutely nobody turned up to the New York launch on April 14th. 15 minutes before doors opened, 3 people were seen at Topshop doors. You can boil this down to a couple of things. 1. It is an athleisure line, its not your average collection you’ll be itching to get your hands on unless you’re a religious member of the Beyhive. 2. Presumption of the price tag and the usual, quick sell out. We knew from the initial announcement last year the queen would be making a permanent stance in the fashion industry but since, the store have announced that Ivy Park will be here to stay, it will be restocked every 2 weeks and it is an affordable, cool and growing label priced from £8.00 to £160.00.
Catch the promotional feature film below!
You can also shop the collection here in the UK.