Beyoncé on the reinvention of IVY PARK as a gender neutral brand

Beyoncé has revealed that her new IVY PARK x adidas collection will be gender-neutral.

The singer stars on cover of the January issue of ELLE UK modelling pieces from the new, re-branded line.

IVY PARK was co-founded with Topshop owner Philip Green in 2016, however after sexual and racial harassment allegations were made against Green in October 2018, Beyoncé’s Parkwood Entertainment acquired full ownership of the brand in November 2018. The Grammy-winner is now the only African American woman to have 100 percent ownership of an athleisure brand.

Discussing the new direction of IVY PARK, Beyoncé says, “I took a chance on myself when I bought my company back. We all have the confidence in us to take chances and bet on ourselves.”

Beyonce is ELLE UK’s January cover star (ELLE UK/ MELINA MATSOUKAS)

In an ‘Ask Me Anything’ session with her “Beyhive” fans, the superstar opens up about motherhood, love, IVY PARK and her quest for purpose in the January issue of Elle UK.

“I focused on designing a unisex collection because I saw so many men in IVY PARK. The way they have embraced the brand is an unexpected gift,” the star explains. “I appreciate the beauty of gender-neutral clothing and breaking the so-called fashion rules.”

Beyoncé models her new range with IVY PARK for the January ELLE UK issue (ELLE UK/ MELINA MATSOUKAS)

“I love experimenting with fashion, mixing high and low, sportswear with couture, even masculine and feminine.”

It was announced in April that the singer would re-invent the brand with adidas, with the sportswear giant naming her a “creative partner” ahead of the launch. The new partnership has allowed Beyoncé to add footwear to the collection for the first time.

“My mother instilled in me the idea that creativity starts with taking a leap of faith—telling your fears they are not allowed where you are headed. And I’m proud to do that with adidas,” she says. “I am excited for you to see the campaign for the first collection of this new partnership. It incorporates my personal style and expands that to include something for everyone.”

The January issue of ELLE UK is on sale from 12 December 2019.

IVY PARK x adidas goes on sale January 18, 2020.