How Beyoncé’s Ivy Park made sportswear sexy

Beyonce Ivy Park

The hype surrounding Beyoncé’s new sportswear line, Ivy Park, is already off the scale. It’s not even launched yet, and it has already broken the internet, or at least photo-sharing sites such as Instagram. No surprise, you might say, 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 world’s most famous pop star (not to mention bellwether of style and fourth-wave feminist) undertake sportswear if it wasn’t a trend – sleeper, mass or otherwise? The brand’s manifesto has a go at answering this – “My goal with Ivy Park is to push the boundaries of athletic wear to support and inspire women who understand that beauty is more than your physical appearance” – but equally, this feels at odds with what you’re looking at: here is Beyoncé, in the rain, outdoors rather than in the gym, looking purposeful in a leotard, and wet. Could it be any sexier? (And: how am I meant to crosstrain in this?)

Source: the guardian