The vocalists fitness label rebrands bodycon by merging style and functionality. But can a gym-friendly version reclaim this unforgiving trend?
The hype surrounding Beyoncs new sportswear line, Ivy Park, is already off the scale. Its not even launched yet, and it has already violated the internet, or at least photo-sharing sites such as Instagram. No surprise, you might tell, she is very famous, and very zeitgeist. But that Ivy Park is, to an extent, a niche fashion genre fitnesswear as opposed to, say, shoes, suggests something is brewing in fashion. Why would the worlds most famous pop star( not to mention bellwether of style and fourth-wave feminist) undertake sportswear if it wasnt a trend sleeper, mass or otherwise? The brands manifesto has a go at answering this My goal with Ivy Park is to push the boundaries of athletic wear to subsistence and inspire women who understand that beauty is more than your physical appearance but equally, this feels at odds with what youre looking at: here is Beyonc, in the rain, outdoors rather than in the gym, appearing purposeful in a leotard, and wet. Could it be any sexier?( And: how am I meant to crosstrain in this ?)
This looks like sportswear, but sportswear that you would also wear to a gig. Its not really on the catwalk at the least not overarchingly so and while sportswear and athleisure have always included tight-fitting pieces for various ergonomic and aesthetic reasons , none of it has really been in fashion. Athleisure, a very close way has come to accepting sportswear, tends to be loose-fitting, minimal and sometimes comes in cashmere. Its also lucrative athleisure is worth 6.4 bn and looks set to increase over the next three years. Ivy Park is, arguably, more than sportswear. Its a sideways take on bodycon or bodycon 3.0 as were calling it, given that its not new sitting somewhere between sportswear and fashion-tight. And, like bodycon, its sexy as hell, even if retailers arent selling it as such.
Read more: www.theguardian.com