Beyoncé’s IVY PARK

Beyoncé introduces fashion label IVY PARK. The name of the brand was inspired by the park where her dad used to take her as a kid and, as she said in the promo video, has become an integral part of her life and career. Ivy Park is a joint venture with Topshop owner Sir Phillip Green.

Check out the brand’s initial campaign above and teaser video below.

Look for IVY PARK to drop online and at select stockists April 14.