Beyoncé Unveils Ivy Park

In Industry News, What's New by Marilise Gavenas

It’s been a long time coming.

Back in 2014, Beyoncé announced an activewear and accessories collaboration with Philip Green of the U.K.’s Arcadia retail group (think Topshop, Miss Selfridge).

Then she wouldn’t even confirm the brand name, Ivy Park, until February 1 of this year.

But now, finally, the full 200-piece collection is ready for its April 14 rollout at Nordstrom, Topshop, Net-a-Porter, and other four-star retailers.

Until then, it’s being promoted with merchandise teasers on Beyoncé’s personal website, its own state-of-the-art site, and videos that went live this morning featuring lots of sexy, sweaty close-ups and Beyoncé booty.