Beyonce’s athleisure brand Ivy Park and Adidas have just released the latest and last line of the partnership.
Hype was generated at the start of the month when Beyonce and her backing dancers wore the whole range on the final date of the Renaissance World Tour. Since then, the internet has been demanding access to the new line and we are happy to say it is finally here.
The aptly named line ‘Ivy Park Noir’ features a range of monochrome sportswear including footwear and accessories, with prices ranging from $35 – $350.
Beyonce initially started working with Adidas in 2019, and Noir marks the fourth and final drop. Announcing the final line on the final day of her tour, further emphasises the R&B legends knack for hype grabbing marketing.
Drop one included sending select mystery pieces to celebrities like Ellen DeGeneres and Kendall Jenner in orange boxes – which led to it selling out in just six minutes. The second drop launched through a front-page British Vogue modelling shoot. Drop three saw ice sculptures being erected across New York, and chests made out of frozen ice sent to the likes of Gucci Mane and Lil Yachty.
This doesn’t mark the end for Ivy Park, rumours across social media and the industry suggest this is just the start and the brand will go it alone without the iconic three stripes.