“Ivy Park is merging fashion-led design with technical innovation, creating a new kind of performance wear: modern essentials for both on and off the field,” reads the official site.
The “Formation” singer also launched an interactive site that features her back-up dancers clad in sweat session-ready attire and a YouTube clip.
“I would wake up in the morning and my dad would come knocking on my door and tell me it’s time to go running,” says Bey set to a montage of the queen stretching and on a treadmill. “I remember wanting to stop but I would push myself to keep going.” She also recalls her fond memories of thinking about her dreams, the sacrifices her parents made, her little sister and how she was “her hero.”
Mrs. Carter then admits her fears but retreats to Ivy Park in her mind, the place that gave her strength. “The park became a state of mind.. it’s what made me who I am,” she also says. “Where’s your park?”
The Ivy Park line will be available worldwide, online and in-store on April 14, 2016 at Top Shop, Nordstrom and Zalando as well as Selfridges, JD Sports and Net-a-porter.