Beyonce's new Sportswear line: Ivy Park

As you may know I have recently been studying the health and fitness trend quite thoroughly to develop a product for the scent market. However, as I am looking into primarily fitness and sports products, I have also had to do research into certain brands that my athletic female target consumer would be interested in purchasing from. Therefore, after asking around and reading what people were interested in lately I thought I would do a little post about Beyoncé's new Ivy Park active wear collection which I can only imagine people will be going crazy for as soon as it hits the shops!

The collection which is being stocked in TopShop and Nordstrom, mixes casual wear with high performance technical styles which is perfect for those sort of women who are wanting to revamp their leisure outfits with a cool, streetwear approach that can be worn in or outside of the fitness club. In terms of the brand values, the co-founder, Beyoncé has stressed the importance of promoting an image of a woman who is strong, healthy, happy and can stand on her own independent feet when it comes to pushing herself to her limits and looking good at the same time no matter what her body shape is. I really liked these brand values and felt inspired by them because they truly defined the core values of the brand that I am currently working. Our brand which follows the trend of health and fitness intends to promotes the idea of giving women confidence in the gym, enhancing their performance and not being afraid to break a sweat regardless of her sporting ability.

The range centres on a core collection of sports staples that will appear every season: leggings in three shapes (cropped, full and capris), bra tops, tank tops, sweatshirts and technical jackets which can be mixed and matched to create the ultimate fierce workout uniform.

"The Park became my strength"

"The Park became a state of mind"- Beyoncé

As for the inspiration behind Ivy Park, Beyoncé herself has made it clear Ivy Park is not just a sportswear collection but that it is in fact a lifestyle. As a child Beyoncé would wake up in the morning to her father telling her that it was time to go running. She speaks of how she remembered how much she wanted to stopped but how she pushed herself to keep going and the need for discipline and sacrifice when it came to making her dreams a reality and to become the warrior she wanted to be. Everything that she wanted to conquer she was able to do because of the power that she developed from train in the park and how every stage in her life, the park has always brought some sort of emotional connection; whether it be playing with her daughters or embracing the beauty of nature. The park became a state of mind and a place to develop her strength and ultimately made her the person who she is today.