Beyoncé's New Ivy Park x Adidas Collection Is Coming
The new Flex Park collection just dropped.
by : Abigail Southan- Jul 26th, 2021
We didn’t think it was possible, but Beyoncé is getting more creative by the day. She’s released a total of four Ivy Park collections in one year and the themes are coming thick and fast. Last season we had Icy Park and now, for high-summer, we have Flex Park.
The concept of the swimwear capsule is genius really, there are some very ‘muscle beach’ vibes going on through the collection which has lent itself to plenty of great marketing moments and, as expected, Adidas has gone all out.
And for those who missed that moment, yesterday the team travelled to New York’s Soho to set up a little city beach – or #FlexPark, as Beyoncé likes to call it – where fans could take pictures flexing with beach balls and surfboards. Queen Bey herself even snapped a selfie in front of the pop-up proving it is most definitely the place to be.
We can assure you, the hype was justified. The collection dropped today and its every bit as good as we hoped. Campaign imagery sees a diverse line-up of male and female models oiled up, clad in hazard-orange Ivy Park pieces, weightlifting with retro barbells and dumbbells. Yep, suddenly the name ‘Flex’ makes so much sense, doesn’t it? Referencing the slang word ‘showing off’ and the literal act of flexing your muscles.
Focusing on resortwear, this drop is smartly edited and completely one-tone – a very bold one, at that. For the womenswear line, it’s all about the swimwear. There are floss bikinis, ultra high-cut swimsuits (very on-theme) and separates with a sporty aesthetic: high-waist briefs, rash vests and long sleeved crops tops, all trimmed with those famous three stripes.
There are cover-ups options too, think stretch-mesh mini dresses, oversized shirts and tri-striped palazzo pants spliced to the thigh. There’s even a pair of sheer mesh leggings we think could double as heatwave-appropriate activewear (and, we need that in the UK right now). The sizing is just as inclusive, ranging from an XS to 4XL.
For men, things are simpler with memories of old school Prada mixed with streetwear casual. The hero co-ord comprises a boxy camp collar shirt and matching swim trunks. Both can be worn as separates, but doubled up they make serious impact – as Jay-Z proved recently in a recent Instagram post showing his support for his wife’s latest line.
This sneak peak of Bey’s collection a day before its official launch ensured things sold out pretty quickly. Not that she needed help in this department, obviously, Ivy Park pieces never hang around for long.
Flex park collection
Flex park collection
There are still some bits available to buy online, including women’s swimwear, sliders, bucket hats and a beach towel, but we suggest you grab them while you still can.
Flex Park follows Beyonce’s Icy Park line released in February, which was announced to us by way of some pretty hot images of the Grammy record breaker herself, head-to-toe in nude latex.
The winter-themed collection featured lots of white skiwear, as well as streetwear including knee-high boots, long-sleeved bodysuits and glossy jackets. Though, we must admit, it’s the padded accessories – a hat, ‘Ivy Park’-emblazoned scarf, and elbow-length gloves – that are heading straight onto our wishlist.
Also featured in the campaign were a faux fur coat clad Gucci Mane and Hailey Bieber in a beanie and cycling shorts draped over a pink jeep (it’s already iconic). Beyoncé and Jay-Z’s eldest daughter Blue Ivy also, according to her grandmother Tina Lawson, ‘inserted herself’ into the high-profile campaign.
The new and improved Ivy Park was unveiled back in February 2020. In true Beyonce style, the singer/actor/entrepreneur said that 2020 marked the first time in her life she’d been ‘so still’, but that she was busy nonetheless, designing and shooting several Ivy Park x Adidas collections.
In fact, since parting ways with Sir Philip Green (Ivy Park was originally a Topshop partnership) and acquiring total ownership of the athleisurewear label, Queen B has been busy turning the brand around. It’s paid off.
The recent drips are a far cry from the graphic black and white bodysuits you saw all over Instagram in 2016. Back then, Beyoncé was riding, or rather anticipating, the wave of a new athleisurewear trend that has since become a lifestyle. Fast forward five years and throw in the current WFH (and working out from home) situation, and the new and improved Ivy Park has never felt more relevant.
The pandemic inspired the brand’s new mantra ‘#ThisIsMyPark’ back in October 2020. Beyonce explained its meaning in her campaign videos, asking fans to look within: ‘Where is your beast mode? What drives you? Where do your dreams lie? What is your motivation? The answer is, you guessed it, your park’. Now she’s furthering that message for her Alpine-themed collection: ‘Your Park Is Your Wonderland.’
And Beyoncé motivational brand messaging isn’t just talk. She’s followed through with diverse sizing (XXXS-4X) for every collection, inclusive casting and fresh-faced models, including herself, sans the dramatic re-touching *insert Beyoné ‘Flaws and All’ lyrics here*.
This story originally appeared on ELLE UK
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