Remember House of Dereon? Those old/young enough to recall Beyonce’s failed clothing collabo with her mom will know Ms Knowles hasn’t always had the best luck when it comes to fashion. But when I heard she was working with TopShop on an athleisure line (and they were poaching designers from the likes of Sweaty Betty), I knew she was gonna nail it this time. And after checking out the range on my lunch break yesterday, I wasn’t wrong. Here’s why:
She’s kept it classy.
I’m a big believer in the monochromatic wardrobe, and here’s a collection that appreciates there are some women out here who’ve really had enough of the day-glo activewear. I’m personally loving the black, white and gray combos, but the little bit of colour she’s thrown in – royal blue, baby pink and red – isn’t offensive either.
The prices are great.
Given the mega-celebrity endorsement, I was expecting pieces from the collection to hurt my feelings (and my pocket) – but paying just £30 for a cap and vest (in the yummiest fabric, I might add) was a pleasant surprise. There are plenty of sportswear brands that are more than comfortable with their premium pricing, but B’s approach looks like it wants more people to access her stuff so she’ll be on course to becoming a real contender in this market.
There’s room for more.
There’s ALOT in this first collection – hats, leggings, jackets, shirts, vests, sports bras – but I’m excited by the possibility that design-wise, her people could really push the boat. She’s played it safe this time round and that will obviously work in her favour. But there’s nothing novelty about debut, which makes me think she’s gonna come back even stronger.
Have you checked out the new Ivy Park collection? What do you think of it? Let me know in the comments.