BeatRoute Magazine BC Edition - March 2020

WORLD
By JOSEPHINE CRUZ
Photos by CHRISTINE DO
Model/Styling: DIANE J LOUIS
As soon as the news came that Beyoncé’s
IVY PARK brand was dropping a
collaboration with storied sportswear
giant adidas, one thing was absolutely
guaranteed: it was going to sell out.
Before anyone had seen a lookbook, a
product shot or even a design sketch,
the collection was destined—like so
many of Beyoncé’s other creative
endeavours—for dominance.
When it dropped on Friday, January
17, the first season of Beyoncé IVY
PARK x adidas fulfilled that destiny
with ease, much to the delight of her
faithful Beyhive who were able to nab
some of the coveted pieces, and the
chagrin of others who missed the
drop and caught (what hypebeast
culture calls) the dreaded “L.”
Because this is Beyoncé we’re
talking about, Mrs. Knowles-Carter
didn’t release her collection like
everyone else. In the days leading up
to the launch, she seeded pieces to
her A-list friends like Reese Witherspoon,
Zendaya, Cardi B, Laverne
Cox, Janelle Monáe and Hailey Bieber,
all packaged up in luxurious PR boxes
shaped like orange rolling racks.
And if that wasn’t enough, for her
biggest marketing tactic, Beyoncé
used a trick she herself perfected
back in December 2013 when she
unleashed her acclaimed self-titled
album on the world by complete
surprise. The IVY PARK x adidas
collection released a full day earlier
than originally planned, setting social
media—and hopeful buyers—into a
frenzy as everyone tried to get their
hands on the pieces.
The capsule collection was
completely gender neutral and was
comprised of apparel, accessories
and four sneaker styles. The collection
featured a stunning orange and
maroon colour palette and borrowed
from Beyoncé’s signature bold style
with asymmetric dresses and jackets,
shrugs, cargo skirts, and jumpsuits
alongside elevated staples such
as hoodies, biker shorts, tees, and
sports bras. While this season may
have sold out, this isn’t the end of the
partnership between Ivy Park and
adidas, so keep your eyes peeled for
future releases.
MARCH 2020 BEATROUTE 25