Beyonce wants you to get fit in style.
While celebrity fragrances are commonplace these days, not many superstars have started their own sport gear companies. Beyonce joins the small pack of A-listers to put her name to a new specifically designed sportswear line called IVY PARK – likely named after her daughter Blue Ivy and Parkwood – the name of the street she grew up on and the title of her record label.
For the past 15 hours or so, Elle Magazine’s US and UK Instagram accounts have been counting down to…something. Now as their countdowns hit ‘one’, Beyonce has officially announced, via her own Insta account, the launch of Ivy Park.
The post links to the clothing line’s official Instagram account, where only one photo rests so far:
The official Ivy Park website features exclusive photographs and clips of Beyonce, her dancers, and Blue Ivy wearing the new clothing brand while flexing and workin’ on their fitness.
“I would wake up in the morning and my dad would come knock on my door, tell me it’s time to go running,” Beyonce says in the clip.” I remember wanting to stop, but I would push myself to keep going. It taught me discipline and I would think about my dreams. I would think about the sacrifices my parents made for me. I would think about my little sister and how I was her hero. I wold look at the beauty around me, the sunshine through the trees. I would keep breathing. There are things I’m still afraid of,” she continued. “When I have to conquer those things I still have to go back to that park. Before I hit the stage I go back to that park. When it was time to give birth, I went back to that park. The park became a state of mind. The park became my strength. The park is what made me who I am. Where’s your park?”
Ivy Park clothing goes on sale worldwide from April 14.
The launch also coincides with her new Elle magazine covers. Beyonce rarely gives interviews, but she decided to sit down with the mag to talk about “freedom, feminism, how her new fashion line, Ivy Park, helps women love their bodies and more.”