Beyoncé invites fans to explore their utopia – WWD

How does Beyonce define utopia? Well, her numerous fans are about to find out.

The latest addition to the superstar entertainer’s Ivy Park collection with Adidas is called Ivytopia, which is defined as a “journey to discover one’s nirvana.”

In this post-pandemic world, Ivytopia “explores the collective connection we share as we emerge from a period of isolation,” the brand said. “Ivytopia imagines each other the possibilities of this journey, dreaming up and exploring our limitless potential. Whether it’s a beach, a mountain or an urban oasis, the environment is limitless, as long as it gives you hope for what’s to come.”

News of the drop follows the release of the singer’s comeback single “Break My Soul,” which had just peaked at No. 1 on the Billboard Hot Dance/Electronic Songs chart.

A look from the adidas x Ivy Park Ivytopia collection.

Provided by PaulWilmotCommunications

In terms of collections, this translates into a full range of unisex fashion and performance apparel, footwear and accessories in a wide range of sizes for adults and children. It also showcased the brand’s first kid-specific swimwear product.

The adidas x Ivy Park Ivytopia collection will include 52 garments, seven accessories and four shoe styles for adults from XXXS to XXXXL, as well as unisex regular and plus sizes, men’s regular and skinny, and women’s skinny , regular and plus size.

For children, there will be 14 clothing styles, three accessories and two footwear styles.

The collection was created with every body type in mind and is available in a variety of colors including off-white, silver, teal, khaki and yellow, as well as crystal and floral-inspired prints. Fabrics include printed denim, metallic spandex, stretch twill, and French terry—all designed to express Ivy Park’s athletic and stylish tendencies.

The look of the Adidas x Ivy Park Ivytopia collection

A look from the adidas x Ivy Park Ivytopia collection.

Provided by PaulWilmotCommunications

Accessories include a five-piece wide-brimmed hat in swimwear material with a detachable Cuban chain, available in solid and crystal print styles. There will also be a reversible bucket hat and an oversized tote with a removable exterior pocket. The collection will include three-piece socks in off-white, teal or silver.

In terms of footwear, Ivytopia is back with Adidas’ iconic Stan Smith sneaker, which has been reimagined for a bold and slightly futuristic look, as well as a new iteration of the Savage with intricate stitching and pops of color, and Updated mules with lightweight mesh fabric designed to complement clothing. There is also Ultra Boost in the engineered knit.

The adult line ranges from $30 to $200 and includes swimwear from $45 to $120, crystal-print reversible bomber jackets for $150, Stan Smith for $110 and Ultra Boost for $200.

Prices for the kids’ collection range from $30 to $120, including the first swimwear collection that retails for $35 to $65.

The look of the Adidas x Ivy Park Ivytopia collection

A look from the adidas x Ivy Park Ivytopia collection.

Provided by PaulWilmotCommunications

The Ivytopia will be available on adidas.com starting July 21st and in select stores worldwide on July 22nd.

To promote the launch, the brand has created a film campaign that focuses on the idea of ​​isolation, seeking healing by connecting and sharing dreams of escaping to Ivytopia, be it a simple daydream or a journey. The cast includes models Irina Shayk and Joan Smalls, as well as Harvey Newton-Haydon, Adut Akech and Alva Claire.

Adidas’ first Ivy Park collection debuted in January 2020 and has become a perennial bestseller. Beyoncé originally launched the brand under the Topshop banner in 2016, but parted ways with the company and fully owned the brand before partnering with Adidas in 2019. Since then, they have launched multiple collections, including Ivy Heart, a love-inspired capsule for Valentine’s Day, and Ivy Hall, a collection designed to unite people regardless of background, skin color or creed , as well as collections centered on black cowboy and rodeo, swimwear and ski-inspired apparel.

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