'I have seen my body perform miracles': Beyoncé stars in a very personal campaign for Ivy Park.
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In April of this year Beyoncé
launched her athleisure clothing range, Ivy Park - an affordable
sportswear label available in over 50 countries. Following on from the
success of the logo-printed leggings, crop tops and hoodies, Ivy Park is
back with its Autumn collection, which launches today.
Once again the singer is fronting the campaign, as she bends and twists in the black logo crop top and leggings, and also stars in a highly personal video. In the film we join the singer training in the gym and in strenuous rehearsals with her dancers for her Formation world tour. This footage is interspersed with home video clips of Beyoncé with her husband Jay-Z and daughter Blue Ivy, including scenes of the family travelling together and on holiday on a yacht.
Once again the singer is fronting the campaign, as she bends and twists in the black logo crop top and leggings, and also stars in a highly personal video. In the film we join the singer training in the gym and in strenuous rehearsals with her dancers for her Formation world tour. This footage is interspersed with home video clips of Beyoncé with her husband Jay-Z and daughter Blue Ivy, including scenes of the family travelling together and on holiday on a yacht.
Beyoncé speaks about how she pushes her body in a spoken word-style voice over, which is reminiscent of the speaking sections of her recent visual album Lemonade. "I teach my body every day that I can go a little further" the singer says. "I know my body can learn how to bend and not break, I know what it is capable of. I have seen it perform miracles."
She continues: "Even when my throat is burning and my lungs feel like they are drowning and my feet are about to explode, when I am about to get up a picture that one person I love more than anyone. I picture them wherever they are in the world and I imagine myself running towards them and I see their face and they are smiling and cheering and so proud of me and cheering my name and I make it to the end. I push past the pain and find love."
The Autumn collection includes all of the signatures from the first Ivy Park line, including crop tops, boxy sweatshirts and jumpers and leotards. But this season she has expanded into prints, with a navy and burgundy camo print which is used across all garments from the crop tops to running shorts.
As for why she decided to launch
her own athletic range, Beyoncé previously explained: "When I'm working
and rehearsing I live in my work out clothes but I didn't feel there was
an athletic brand that spoke to me." She continued: "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.
True beauty is in the health of our minds, hearts and bodies. I know
that when I feel physically strong, I am mentally strong and I wanted to
create a brand that made other women feel the same way."
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