Beyoncé: Ice Princess.
The third iteration of the gathering is designed to deliver the road to the slopes with an assortment of attire, footwear and equipment that mix alpine-inspired components with traditional streetwear references.
The dimensions-inclusive assortment is meant to encourage “creativity, individuality and creativeness” in its wearers, based on the companions. Suppose fake sheepskin and efficiency towel terry supplies that add texture to a spread of cozy items. The gathering additionally introduces a brand new Ivy Park monogram on a number of the attire and equipment, whereas others sport a playful ski tag print.
The gathering consists of 5 new types of footwear together with an replace to the Ivy Park Extremely Enhance, Discussion board Lo, Discussion board Mid and Tremendous Sleep sneakers in addition to a brand-new Tremendous Smooth Boot.
This time round, Beyoncé will likely be joined within the marketing campaign for the gathering by a various group of buzzworthy names together with Hailey Bieber, document label govt and rapper Gucci Mane, singer Kaash Paige, and fashions Akesha Murray, Shi Grey and Kyla Coleman.
The marketing campaign additionally advances the model’s “This Is Your Park” mantra. Beyoncé got here up with the concept final 12 months in the course of the pandemic as she regarded inward mentally, bodily and emotionally. She inspired her followers to do the identical and discover questions comparable to: the place is your beast mode, what drives you, the place do your desires lie, what’s your motivation? For her, the response is: your park.
This newest model of the multimedia marketing campaign invitations folks to assume exterior the field with a reminder that “Your Park Is Your Wonderland,” whether or not that be within the metropolis or the mountains.
Whereas many specifics are being saved beneath wraps till the drop date, the gathering is being described as “refreshingly chill, effortlessly practical, relentlessly trendy and at all times inclusive,” with a lot of “daring attire items” and complementary equipment.
The first Ivy Park assortment beneath Adidas debuted final January. Beyoncé had launched the road with Topshop in 2016. However after sexual assault allegations surfaced round Sir Philip Inexperienced, Topshop’s chief, which he denied, she purchased again his shares and assumed full possession of the road in November 2018. In 2019, she revealed that she had introduced the gathering to Adidas.