Back in December last year, fans were treated to a first glance at the upcoming Ivy Park x adidas collection. The range – designed by Beyoncé and her team in collaboration with the sportswear giant – boasts everything from apparel and footwear to accessories and jewellery. and now, to brighten up everyone’s January, Bey has release the first campaign video which gives viewers a chance to look at the collection in closer detail.
The video is shot in signature Beyoncé style and bears similarities with her Lemonade visuals. Grainy, abstract and making use of every angle, the campaign vid celebrates not only the sportswear collection, but urban culture and diversity. Bey has expressed her passion for gender-neutral clothing and has made statements about wanting to ensure that her designs are inclusive.
After buying back her brand from Philip Green, Beyoncé is now the sole owner of Ivy Park and is committed to pushing the brand further than ever before. When speaking about the collection, she said “I wanted to design and re-imagine pieces that serve as favourite armour for anyone who acknowledges the strength in their individual style and lives freely and boldly.” using bright colours, unique silhouettes and bold styles to express her own style, this collection is crafted to make the wearer feel like an absolute boss.
Including a wide range of leisurewear pieces as well as a trio of sneakers, it’s set to drop on the 18th January. Make sure you cop every single piece from the Ivy Park x adidas collection – because we know we’re going to.
Image via Instagram/@Beyonce
