Beyonce has recently launched her own fitness line for women, NBC News reported on Thursday.
The 34-year-old singer and record producer has just stamped her brand on sportswear fashion. Partly basing the name on her 4-year-old daughter Blue Ivy, the "Mrs. Carter" calls her line "Ivy Park", which features bodysuits, leggings, crop tops, jackets, shirts and headbands. The 200-piece active wear collection is a joint venture with the owner of Topshop fashion chain and British businessman Sir Philip Green. The Ivy Park collection will go on sale at selected Topshop stores and and high-end department stores around the world on 14 Apr.
Beyonce, who used to be the most followed Instagram user, took to her social media accounts to promote her new entrepreneurial journey. She currently has more than 65 million Instagram followers. She also released a video where she dances, works out and swims wearing some pieces from her collection and is also featured on the cover of Elle magazine's April issue to promote her brand.
In the video, Beyonce pays homage to a park in Houston, where she grew up, and featured some excerpts from her childhood and also her main inspiration as of the moment who is her daughter. "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," Beyonce stated.
The singer's clothing line is filed under "athleisure", which merges street wear with sportswear, where most of the time, the clothes that are usually worn during work outs and gym sessions are also rocked socially outside of the fitness centers. Topshop and Beyonce announced their partnership around October of 2014.
Lululemon Athletica, one of the best known athleisure line, has called out Beyonce on Twitter. "They do say imitation is the best form of flattery. Maybe Beyone is so Crazy In Love with our brand, she made her own," they tweeted.
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