On the 21st of July, as the one and only Beyoncé prepares to release her new album ‘Renaissance’, Adidas x IVY PARK – the celebrity’s famous collaboration with the sports label – launched another collection titled ’Ivytopia’. In a press release, the company stated that “a transformative utopia awaits you in a state of mind we call ‘Ivytopia’. The line explores the collective connection we share after emerging from a period of isolation.”
Portrayed as a voyage to discover one’s own place of perfect peace and happiness, ‘Ivytopia’ serves us with stylish, modern, and practical performance gear, footwear, and accessories. The new merchandise also features inclusive and gender-neutral sizing in fashion styles as it delivers a collection for adults and kids of all ages.
The brand also stated that “’Ivytopia’ imagines the possibilities of this journey with one another, dreaming and exploring our infinite potential. Whether a beach, mountain range, or urban oasis, the setting is unlimited, as long as it makes you feel hopeful for what’s yet to come.” As such, the collection also includes swimwear and modern styles created with everybody in mind. It has been shown to feature a variety of colors, an assortment of neon, florals, and metallic with futuristic details and shapes. It also delivers a collection of footwear, such as new futuristic iterations of the Savage sneaker, Ultra Boost, and the iconic Stan Smith.
IVY PARK’s love of athleticism and fashion are amplified through lines and cuts that are abstract yet flattering with unique textiles such as printed power mesh, metallic spandex, stretch twills, and French terry. This new campaign is brought to life in a montage showcasing supermodels Irina Shayk, Joan Smalls, Harvey Newton-Haydon, Adut Akech, and Alva Claire. The advertisement for the collection focuses on the idea of being isolated from the outside world, a notion displayed in a cold, synthetic space with abstract memories flashing before cast members who emerge from the transformative experience that is "cathartic and empowering."
Starting July 22, ‘Ivytopia’ will be stocked at select retailers globally. Foot Locker, Finish Line, ASOS, Bandier, JD Sports, Nordstrom and SNS are among the brand’s past partners.