Esther Traverse

27 Oct
Fashion

THIS IS MY PARK: Beyoncé Presents Her New Ivy Park X Adidas Collection

American singer-songwriter and global phenomenon, Beyoncé has teased the release of her collection with German activewear brand Adidas. Simply named ​Drip 2​, it marks the second collaboration between Beyoncé’s brand Ivy Park and the three stripe company.

Expanding Ivy Park

Launched in 2016, Ivy Park is an activewear clothing line, co-created by Beyoncé and British tycoon Philip Green. At first, the luxury, streetwear brand was an exclusivity with Green’s fashion retailer Topshop. However, in 2018, the American singer cut all ties with Philip Green, after several allegations of harassment and bullying.

In a boss move, her company Parkwood Entertainment acquired 100% of the Ivy Park brand, and a few months later, the iconic partnership with Adidas was made public. In the press release, Beyoncé Knowles-Carter emphasized her choice: ​”Adidas has had tremendous success in pushing creative boundaries. We share a philosophy that puts creativity, growth, and social responsibility at the forefront of the business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”​

Redefine beauty

Whether it’s music or fashion, Beyoncé Knowles-Carter wants to make a positive impact on the world and in particular, on women’s bodies. Her goal with Ivy Park is to push  the boundaries of athletic wear and to support and inspire women who understand that beauty is more than your physical appearance.

With Drip 2, Beyoncé wants to empower people and redefine what beauty means in 2020. The brand made room for minorities, such as religious women, non-binary people, and women of varying sizes. The new collection provides sporty hijabs, gender-neutral clothes, and an inclusive size range: from XXXS to 4XL.

By empowering minorities, Drop 2 becomes a reflection of the contemporary world. Whether it is a Marketing move or a genuine political choice, Ivy Park’s new collection is what the world needs, in the midst of a pandemic: a spirit of unity strengthened by differences.

The second collaboration between Ivy Park and Adidas comes out worldwide on October 30th at Midnight.

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