Beyoncé Opens Up About The Inspiration Behind Her Active Wear Brand Ivy Park
Last week, Beyoncé unveiled her new athleisure clothing line “Ivy Park” in collaboration with retailer Topshop. In an exclusive interview with Elle Magazine, Queen Bey opens up about what inspired her to create the brand, and her recent controversy over her newly released music.
When asked about the beginning concept behind Ivy Park, Beyoncé said, “I think having a child and growing older made me get more into health and fitness. I realized that there wasn’t really an athletic brand for women like myself or my dancers or friends. Nothing aspirational for girls like my daughter. I thought of Ivy Park as an idyllic place for women like us.” She explains I reached out to Topshop and met with Sir Philip Green [chief executive of its parent company, Arcadia]. I think he was originally thinking I wanted to do an endorsement deal like they’d done with other celebrities, but I wanted a joint venture. I presented him with the idea, the mission statement, the purpose, the marketing strategy—all in the first meeting. I think he was pretty blown away, and he agreed to the 50-50 partnership.”
On the topic of her new song and video “Formation” and the the uproar that it caused, Bey said this “Anyone who perceives my message as anti-police is completely mistaken. I have so much admiration and respect for officers and the families of officers who sacrifice themselves to keep us safe. But let’s be clear: I am against police brutality and injustice. Those are two separate things. If celebrating my roots and culture during Black History Month made anyone uncomfortable, those feelings were there long before a video and long before me. I’m proud of what we created and I’m proud to be a part of a conversation that is pushing things forward in a positive way.”
To read the entire interview, check out the May 2016 issue of Elle Magazine, on stands April 6, 2016.