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Beyoncé Shares Pictures Of Supportive Husband Jay-Z In Her New Flex Park Collection

Photo credit: Instagram
Photo credit: Instagram

We didn't think it was possible, but Beyoncé is getting more creative by the day. She's released a total of four Ivy Park collections in one year and the themes are coming thick and fast. Last season we had Icey Park and now for high-summer we have Flex Park.

The concept is genius really. It references the hip hop definition of 'flex' (to show off), as well as the literal action of flexing your muscles (this is a sportswear brand, after all) and muscle beach culture in California. Naturally, the latter lends itself to plenty of great marketing moments and as expected Adidas has gone all out.

Last week, Adidas stamped its instantly recognisable logo alongside the word 'Do You Flex?' in the sand on Huntingdon beach in California. And for those who missed that moment, yesterday the team travelled to New York's Soho to set up a little city beach – or #FlexPark, as Beyoncé likes to call it – where fans could take pictures flexing with beach balls and surfboards.

We can assure you, the hype was justified. The collection dropped today and its every bit as good as we hoped. Campaign imagery sees male and female models oiled up, clad in hazard-orange Ivy Park pieces, weightlifting with retro barbells and dumbbells.

Focusing on resortwear, this drop is smartly edited and completely one-tone – a very bold, hazard-orange tone, that is. For women, it's all about the swimwear. There are floss bikinis, ultra high-cut swimsuits (very on-theme) and separates with a sporty aesthetic: high-waist briefs, rash vests and long sleeved crops tops, all trimmed with those famous three stripes.

Less in keeping with theme, but bringing things up to 2021, the cover-ups offer an option for those who can't or don't want to bare all on the beach. Think stretch-mesh mini dresses, oversized shirts and tri-striped palazzo pants spliced to the thigh. There's even a pair of sheer mesh leggings we think could double as heatwave-appropriate activewear (and lord knows we need that in the UK right now). The sizing is just as inclusive, ranging from an XS to 4XL.

For men, things are even simpler. A bit of old school Prada mixed with streetwear casual, the hero co-ord comprises a boxy camp collar shirt and matching swim trunks. Both can be worn as separates, but doubled up they make serious impact – as Jay Z proved recently in a recent Instagram post.

This sneak peak of Bey's collection a day before its official launch ensured things sold out pretty quickly. Not that she needed help in this department, obviously, Ivy Park pieces never hangs around for long.

There are still some bits available to buy online, including women's swimwear, sliders, bucket hats and a beach towel, but we suggest you grab them while you still can.

Previous update: 11/02/2021

It seems like a hot minute since the new and improved Ivy Park’s unveiling back in February 2020. In true Beyonce style, the singer/actor/entrepreneur said last year marked the first time in her life she'd been 'so still', but that she was busy nonetheless, designing and shooting several Ivy Park x Adidas collections.

In fact, since parting ways with Sir Philip Green (Ivy Park was originally a Topshop partnership) and acquiring total ownership of the athleisurewear label, Queen B has been busy turning the brand around. It's paid off: Drips 1 and 2 sold out pretty much as soon as they launched, and Drip 2.2 disappeared even faster.

So if you've still not managed to get hands on a piece, you'll be pleased to know something new is coming very soon, namely Icy Park, coming February 19.

To alert us to Icy Park's imminent release, Beyoncé shared some pretty hot images of herself head-to-toe in nude latex.

While the campaign imagery of this last Ivy Park drop has so far shown the winter-themed collection to be full of white skiwear, these latest images of the singer, actor and mother show it includes streetwear including knee-high boots, long-sleeved bodysuits and glossy jackets.

Though, we must admit, it's the padded accessories - a hat, 'Ivy Park'-emblazoned scarf, and elbow-length gloves - that are heading straight onto our wishlist.

At the beginning of 2021, the brand's Instagram teased out a campaign video for the third collection.

Yes, it's a snow-themed situation. And, guessing from the official pics of Beyoncé sat atop a ski lift in a white unitard and furry trapper hat, we reckon the collection will be a skiwear-cum-streetwear offering – but we're yet to find out. The brand has been kept very 'hush hush' which, naturally, has everyone buzzing with anticipation.

What we do know is the campaign features appearances from a faux fur coat clad Gucci Mane, plus Hailey Bieber in a beanie and cycling shorts draped over a pink jeep (it's already iconic). And what we can see, from split-second sightings, of the clothes – technical reflective shell tracksuits trimmed with those famous three stripes, high-shine puffer jackets, cosy shearling fabrics and a new retro logo print from the brand – it all looks very promising.

Footwear features heavily, and WWD has confirmed that there will be five new shoe designs introduced including 'an update to the Ivy Park Ultra Boost, Forum Lo, Forum Mid and Super Sleek trainers as well as a brand-new Super Sleek Boot'.

It's a far cry from the graphic black and white bodysuits you saw all over Instagram in 2016. Back then, Beyoncé was riding, or rather anticipating, the wave of a new athleisurewear trend that has since become a lifestyle. Fast forward five years and throw in the current WFH (and working out from home) situation, and the new and improved Ivy Park has never felt more relevant.

The pandemic inspired the brand's new mantra back '#ThisIsMyPark’ back in October. Beyonce explained its meaning in her campaign videos, asking fans to look within: 'Where is your beast mode? What drives you? Where do your dreams lie? What is your motivation? The answer is, you guessed it, “your park”'. Now she's furthering that message for her Alpine-themed collection: 'Your Park Is Your Wonderland.'

And Beyoncé motivational brand messaging isn't just talk. She’s followed through with diverse sizing (XXXS-4X) for every collection, inclusive casting and fresh-faced models, including herself, sans the dramatic re-touching *insert Beyoné 'Flaws and All' lyrics here*.

The adidas x IVY PARK collection is coming soon and will be available online at adidas.com. Items are usually available in sizes XXXS – 4X.

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