BEYONCÉ & IVY PARK
BY AVERY TYLA PHOTOS BY JORI HUSTED
It’s no secret famous singer Beyoncé has successfully rocked the music industry; however, she has recently been rocking the fashion industry.
In 2016, Beyoncé kicked off her new brand, titled “Ivy Park,” named after her daughter, Blue Ivy, and the fitness center she often visited, Parkwood Park, in Houston, Texas.
The activewear brand started with British fashion retailer Topshop, which Beyoncé eventually purchased in 2018. The next year, Ivy Park joined Adidas in a collaboration that was, “strong and successful,” said a brand spokesperson in an interview with Forbes.
The companies’ first collection released, “gender-neutral apparel, accessories, and four footwear styles,” according to The Hollywood Reporter. All apparel came in sizes ranging from XS to XL.
Beyoncé’s first shoe from this collection, entitled “Super Sleek 72,” featured a maroon, orange, and white design. A hoop was sewn onto the back along with a strap so the shoe could be hung on a gym bag.
After being nominated for a Golden Globe for “The Lion King,” Beyoncé explained to Elle her reasoning for creating Ivy Park for all genders.
“The way [men] have embraced the brand is an unexpected gift. I appreciate the beauty of gender-neutral clothing and breaking the so-called fashion rules,” Beyoncé said at the time.
Beyoncé and Adidas’ partnership continued as they dropped their second collection alongside the “This Is My Park” campaign in October 2020.
As a result of the backlash Beyoncé received from her previous drop, she ensured the size range was accessible to all consumers. Her designs were more plus-size friendly, and as a result, sizes were available up to 4XL.
The collaboration introduced 10 total assortments during its time, such as, “Icy Park,” along with the mantra, “Where is My Park,” which dropped Feb. 5, 2021, and “Halls of Ivy,” which was released Nov. 3 the same year.
However, Beyoncé and Adidas announced in March 2023 they would no longer be working together. This occurred because the companies experienced a decrease in sales. According to Forbes, in 2022, Ivy Park sales dropped more than 50% to $40 million.
Though they parted ways, Beyoncé and Adidas moved forward with their last and most recent collection, “Ivy Park Noir,” which was released in the fall of 2023.
