Love is going for Beyoncé and her countless fans.
Right on Valentine’s Day, the artist is preparing to release the latest product Ivy Park collection, Ivy Heart, a capsule inspired by love.
Ivy Heart is the sixth edition of the collaborative collection produced by Adidas. Beyoncé teased the debut on Instagram, first with an image of the words Ivy Park with blistering letters that turned into a heart shape, and then some campaign shots, effectively whetting the appetite of her die-hard fan base looking for more details.
Now the secret has been revealed.
The gender-neutral line, which features sizing included, will run a wide range of colors from fashion and performance equipment to footwear and accessories. It will be available on Adidas e-commerce sites on February 9 and in stores starting February 10.
The theme for this season’s sale is to love yourself and tickle Beyoncé’s love of sport and fashion with a velcro skirt and tracksuit, faux rubber jacket, and jumpsuit. and sequins duster. Accessories include a 5 umbrella hat, a clutch and a heart-shaped belt bag.
All told, there are 30 apparel styles, 10 accessories and five footwear styles, available in unisex, casual, and plus sizes in sizes ranging from 3XS to 4XL.
Ivy Heart also offers several new footwear silhouettes, including a version of Adidas’ Stan Smith sneakers offered in off-white with a rubber-dipped midsole. The collection features a new silhouette, the IVP Superstar Plum, a mule-style shoe inspired by the Adidas Superstar, also available in off-white, as well as the IVP swim slide in red and the Ultra Boost in hot pink.
The palette focuses on red alongside pinks and neutrals and includes Candy Paint, Lipstick Smudge, Raspberry Beret, Red, Red Whine and Cheeks, a off-white hue. The line offers a number of tactile materials including velcro, ribbed knit, spandex, jacquard, jersey and imitation rubber.
A campaign created for the premiere features a diverse cast including actress and model Karrueche Tran, model and actor Tyson Beckford, singer/songwriter, actor Troye Sivan, model and actor Actor Shu Pei and actress/comedian Naomi Watanabe.
The cast is dressed from necklaces – all in varying shades of red, of course – and photographed with enhanced lighting techniques to evoke thoughts of love and positivity, a trademark signature.
Prices range from $30 to $300 and include a rubber baseball cap for $40 and a swim slide for $50, a heart bag for $90, a rubber parka with $250 and sequin duster for $300. These shoes range in price from $100 for the Stan Smith and $150 for the Superstar Plim to $200 for the Ultra Boost.
Ivy Park’s most recent collection is Halls of Ivy, a line created for adults and children as a way to unite people regardless of background, color or creed, while celebrating individual creativity. That fell in November. Other collections are themed around black cowboys and rodeos, swimwear and ski-inspired apparel.
Adidas’ first Ivy Park collection launched in January 2020 and sold out in minutes. Beyoncé originally launched the brand under the Topshop name in 2016 but split the company and took full ownership of the brand before partnering with Adidas in 2019.
https://wwd.com/fashion-news/fashion-scoops/beyonce-is-lovestruck-in-latest-ivy-park-drop-1235056203/ Beyoncé Is Lovestruck in Latest Ivy Park Drop – WWD