The third iteration of the Beyoncé’s Ivy Park collection is designed to bring the street to the slopes with an assortment of apparel, footwear and accessories that blend alpine-inspired elements with classic streetwear references.
This time around, Beyoncé will be joined in the campaign for the collection by a diverse group of buzzworthy names including Hailey Bieber, record label executive and rapper Gucci Mane, singer Kaash Paige, and models Akesha Murray, Shi Gray and Kyla Coleman.
The campaign also advances the brand’s “This Is Your Park” mantra. Beyoncé came up with the idea last year during the pandemic as she looked inward mentally, physically and emotionally. She encouraged her fans to do the same and explore questions such as: where is your beast mode, what drives you, where do your dreams lie, what is your motivation? For her, the response is: your park.
The first Ivy Park collection under Adidas debuted last January. Beyoncé had launched the line with Topshop in 2016. But after sexual assault allegations surfaced around Sir Philip Green, Topshop’s chief, which he denied, she bought back his shares and assumed full ownership of the line in November 2018. In 2019, she revealed that she had brought the collection to Adidas.