Beyoncé wearing Ivy Park


BIG REVEAL: Topshop hosted a private shopping event Wednesday evening to celebrate the launch of Ivy Park, the new activewear brand created by Beyoncé and Sir Philip Green, which drops in stores worldwide today.

British models Sam Rollinson and Charlotte Wiggins were among the guests, shopping the new Ivy Park range and snapping photos of each other next to posters of Beyoncé.

The dance group Syncopated Ladies, clad in Ivy Park sports bras and leggings, gave a performance of Beyoncé’s hit song, “Formation.” The L.A.-based tap dance troupe will also be performing in the windows of the Oxford Circus store throughout the day, dressed in Ivy Park.

The group gained fame after Beyoncé shared a video of their choreographed performance to “Formation,” which went on to become viral, gaining more than six million views on YouTube.

As the singer is on her “Formation World” Tour, the performance by the Syncopated Ladies aims to represent her spirit and energy in store.

“There is no greater feeling than to know that the artist that inspires you supports your work. I felt the ultimate sense of sisterhood and empowerment and I’m truly grateful,” said the group’s founder, Chloe Arnold.

“Beyoncé came up with the idea, so we flew them straight to London overnight,” added Green.

The high-street retailer’s Oxford Circus flagship has been covered in a giant-size campaign image of Beyoncé to anticipate today’s big reveal. Inside, Ivy Park takes over the central area of the women’s wear floor, with two screens installed alongside the merchandise and mannequins, showing scenes from “Where Is Your Park?”, the motivational video the global superstar revealed earlier this month to introduce her label.

“We worked with our design team to create something that felt fresh and new,” Green told WWD. “It will stay like this for about two weeks for the launch and then we will create a shop-in-shop.”

While Green said it’s too early to predict which pieces will perform best, he expects Ivy Park to have similar results to Topshop’s denim business.

“We have one of the best denim businesses and I say if we can sell that, then we can sell Ivy Park.”

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Not a fan of one-off collaborations, Green also highlighted that this is a long-term partnership and he is “just getting started.” Plans include widening the distribution channels, as well as the product offer. The brand is stocked in more than 12 retailers including Zalando, Selfridges, Net-a-porter.com and Hudson’s Bay, as well as Topshop and topshop.com

“We have already had more than ten distributors call us today, wanting to work together,” said Green. “In terms of the product, we will see what’s selling best and expand the width accordingly. There has to be a balance, you need to have both the staples and the fashion.”

The 200-piece collection consists of staple activewear pieces such as leggings, shorts, tank tops with built-in sports bras, logo sweaters and accessories such as caps and sweatbands. More fashion-forward pieces include oversized perforated T-shirts, bodysuits and honeycomb-mesh bomber jackets.

Prices range from 16 pounds, or $22, for a pair of short or logo T-shirt to 100 pounds, or $140, for reflective leggings.

The launch resulted in very high traffic on the high street retailer’s website, leading to technical failures which delayed customers at checkout. “Following the much anticipated launch of Ivy Park topshop.com has experienced unprecedented demand. As a result we have encouraged some congestion at checkout, however the majority of orders are being processed as normal and we are encouraging consumers to continue shopping,” said a spokeswoman at Topshop.

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