|
Called Ivy Park, the 200-piece active wear collection is a
joint venture with British businessman Sir Philip Green, who
owns the Topshop fashion chain.
The collection will feature leggings, T-shirts, crop-tops and
jackets all designed for fitness and leisure wear. It will go on
sale at selected Topshop and high-end department stores around
the world on April 14.
Beyonce, one of the most influential celebrities in the world,
announced the line by posting photos on her Instagram account,
which has more than 65 million followers.
She also released a video in which she dances, swims and works
out in some of the clothes, and she is featured on the cover of
the April issue of Elle magazine promoting the brand.
In the video which features images from the singer's childhood
and her daughter, Beyonce said the brand's name also pays homage
to a park in Houston, where she grew up, that has inspired her.
"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," she
said.
Beyonce's clothing line taps into the current trend for "athleisure,"
which fuses sportswear with streetwear, where clothes usually
worn at the gym or on sports fields are also worn socially.
R&B singer Rihanna joined forces with sportswear brand Puma in
2015 to design sneakers that sold out and helped reconnect the
brand to female consumers. Rihanna expanded the collection to
include athleisure clothing this year.
Actress Kate Hudson co-founded her Fabletics collection of
stylish workout clothes online in 2013 and expanded it into
brick-and-mortar stores recently.
Country singer Carrie Underwood also launched a collection of
athleisure wear last year, Calia by Carrie Underwood, in
collaboration with Dick's Sporting Goods retail stores.
Topshop and Beyonce announced their joint partnership in October
2014.
(Reporting by Jill Serjeant and Piya Sinha-Roy; Editing by
Cynthia Osterman)
[© 2016 Thomson Reuters. All rights
reserved.] Copyright 2016 Reuters. All rights reserved. This material may not be published,
broadcast, rewritten or redistributed. |
|
