Beyoncé Drops New Ivy Park 2016 Collection Campaign
Beyoncé has just released a new video for the AW16 fall collection campaign of her activewear clothing line Ivy Park, in partnership with London-based fashion retailer Topshop.
While finishing her Formation World Tour, the “Flawless” singer promoted her brand, which launched in April after two years of planning, by unveiling a video starring Beyonce herself.
In an emotional ode to her daughter, whose name inspired the brand, Beyoncé introduces herself as a personal trainer and motivational coach. Using a voice over, she dramatically narrates in a monologue how she devotes her body to physical activities. “When I’m about to give up, I picture that one person I love more than anyone… I see their face and they’re smiling, and cheering, and they’re so proud of me, they’re shouting my name, and I make it to the end. I push past the pain, and I find love,” she says during the teaser.
Scattered with workout is amateur footage and images of her husband Jay Z, daughter Blue Ivy and of her Formation world tour.
Back in May, allegations surfaced about Ivy Park products being manufactured in unethical conditions in one of its factories. Topshop has denied these claims.
Released this fall with its first collection, the AW16 collection is now available for online purchase and in stores.