Although the range was developed in collaboration with Topshop boss Phillip Green, it is being sold at a range of outlets in Oz including Myer (which not at all accidentally is home to capsule collections from Topshop) and via the terribly addictive The Iconic. In the USA it is also available at big names like Selfridges and Net-A-Porter. Girl has reach.
Of course Ivy Park is no fluorescent pink range spouting girl power quotes. And why would Beyoncé need "I run like a girl" when simply her brand is powerfully feminist enough?
The tone of her promotional pictures are so wildly divergent from most fitness campaigns as to continue to cement Beyoncé as one of the most unique style icons of this decade (OK, I'm really starting to gush now).
Not only is the collection instantly desirable, happily enough for this little shopper, the pricing is infinitely reasonable (in fact considerably cheaper than Lorna Jane).
Of the Ivy Park range, Beyoncé has noted that: “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.”
I love this theme of strength that seems to follow Beyoncé - the body is not waif thin, and the mind is strong. It's a nice change from the #fitspo world which lauds thin bodies and seems to gloss over any mention of a woman's mind, ambition or strength of will.