Beyoncé’s Fitness Fashion Line Arrives, The World Rejoices

Want a body like Beyoncé? Clearly, that is a rhetorical question; of course, you do. Who wouldn’t want to ooze that fierce confidence? Now, consumers everywhere will at least be able to channel Queen Bey when they’re trying to get a body like hers, thanks to her new line of activewear.

As The Seattle Times reported yesterday (March 31), Beyoncé announced Ivy Park, a line of fashion-forward activewear co-owned by Topshop and scheduled to hit Nordstrom stores on April 14.

The line of activewear features inlaid mesh, cropped tops, bodysuits and headbands, as featured in a series of photographs released in a lookbook preview on the brand’s website, along with a video featuring Beyoncé and a glimpse of her daughter, Blue Ivy. The brand also launched a new Instagram account, @weareivypark, yesterday.

While fans of Mrs. Carter and fashionistas alike were ecstatic, not everyone was receiving the news with such open arms. Now-competitor activewear brand Lululemon posted a series of tweets that were less than warm and fuzzy toward the launch of the Ivy Park line. The posts (some of which have since been deleted) referred to “healthy competition,” and the brand seemed to flounder as fans of the pop icon demanded it answer for a series of posts in which it flip-flopped on the question of whether it would “bow down to the Queen B.” But things were sorted out, and everyone seemed satisfied with the brand’s mea culpa by the end of the day.

Thankfully, the focus is on the resounding positive here: Now, we can all not only rock out to Beyoncé’s music at the gym, we can also channel Sasha Fierce herself when we catch our windblown reflection in the treadmill monitor.


New PYMNTS Report: Preventing Financial Crimes Playbook – July 2020 

Call it the great tug-of-war. Fraudsters are teaming up to form elaborate rings that work in sync to launch account takeovers. Chris Tremont, EVP at Radius Bank, tells PYMNTS that financial institutions (FIs) can beat such highly organized fraudsters at their own game. In the July 2020 Preventing Financial Crimes Playbook, Tremont lays out how.

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