• Thu. Aug 5th, 2021

Royaltee Magazine

TO TRIUMPH, TO EVOLVE, TO BE ELITE

 Beyoncé’s Ivy Park Releases Teaser Trailer For New “Icy Drop” Collection

ByKylii Clay

Jan 27, 2021

Our icy Royal Woman! Beyoncé shared a preview of her new Ivy Park collection on Sunday (Jan. 24). Her Ivy Park collaboration line with Adidas, aptly titled “Icy Park” is dropping soon. A brief teaser video gave fans a sneak peek at the line’s upcoming winter collection. 

The previous, Adidas x Ivy Park line dubbed “Drip 2” was released last October. 

The teaser features rapper Gucci Mane, model Hailey Bieber, and R&B singer Kaash Paige, each of them donning Icy Park gear down to the snow boots and high top sneakers. The collection’s inspiration is also derived from a combination of streetwear and alpine elements. 

“I love experimenting with fashion, mixing high and low, sportswear with couture, even masculine and feminine,” Beyoncé told Elle in a 2019 interview.

The line’s chillingly cool aesthetic was perfectly captured with visuals of the snow-covered mountains, mounds of snow, and Beyoncé herself in a furry ski hat. But the ice was not limited to this season’s collection.  Rapper Gucci Mane iced the internet with his 60-carat wedding ring.

Fans can also expect new shoe versions of the Ivy Park Ultra Boost, Forum Lo, Forum Mid, and Super Sleek boots. 

Watch the teaser video: 

Surprise releases and drops have become a signature marketing technique in her career. Throughout the years, the multi-talented artist has managed to garner a major audience turnout with very little promotion, be it with her music or fashion.

Her previous Ivy Park active collection was launched via social media and sold out within minutes ( Blue Ivy lowkey stealing the spotlight).  And it seems this situation may be a similar case. 

Anticipation is high

Needless to say, the Beyhive has been buzzing with anticipation.  The hashtag #IcyPark went viral on Twitter.

 

The latest campaign is supposed to advance the “This Is Your Park” mantra. Beyoncé came up with the affirmation last year to encourage fans to look within themselves mentally, physically, and emotionally. 

This is Ivy Park’s third collaboration with Adidas. The first collection debuted last January. No official launch date for Icy Park has been released yet. 

Queen Bey continues to certify her crown. According to Adidas, Beyoncé is the only Black woman sole owner of Ivy Park and one of the first Black women to be the sole owner of an athleisure brand.

Kylii Clay

Kylii Clay is a junior Broadcast Journalism student attending Florida A&M University. She is a freelance and staff writer for the Famuan Newspaper .