Beyoncé and Sir Phillip Green have created a new activewear brand called Ivy Park that will be unveiled mid-April. Everyone is hopping on the athletic-wear bandwagon—fellow celeb Kate Hudson is behind new activewear/athleisure brand Fabletics and is about to drop a line of athleisure dresses tomorrow. Beyoncé’s venture, which has been heavily embargoed until today, will be a stand-alone product sold in Green’s Topshop as well as Selfridges, Net-A-Porter, Nordstrom, Zalando, JD Sports, Namshi, Zalora, The Iconic, Glue Store, Myer, and Hudson’s Bay.
“When I’m working and rehearsing, I live in my workout clothes but I didn’t feel there was an athletic brand that spoke to me,” said Beyoncé in a release. “My 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. True beauty is in the health of our minds, hearts, and bodies.”
The project has been in the works for 18 months according to Green. “[Beyoncé’s] engagement, our many meetings, and her continued involvement in the range development has enabled us to deliver some wonderful products,” said Green. “I believe this is just the beginning of our Ivy Park journey together. The brand has only released one image of Queen Bey wearing the new line, but you can check it out when it drops on April 14 on IvyPark.com.