Flashing images, music remixes, bare bellies. We’re not talking about an EDM concert. We’re taking about Beyonce’s new Ivy Park website.
After a confusing (and overhyped) countdown on ELLE Magazine’s Instagram account, Beyonce has debuted the first video in support of her Ivy Park fashion line. ELLE posted the video in an article entitled “OMG Beyoncé’s Fashion Line Is HEEEEEEEREEEEEE,” which is really just a reaction—and a totally appropriate one at that.
The Ivy Park video, below, shows Our Queen sporting various sporty looks from the athleisure line—sports bras, leggings, shorts, swimsuits(?)—while dramatically talking about her relationship with running and “that park,” the one Bey goes back to from time to time, either physically or mentally, to “conquer those things” that she’s afraid of.
The video is inexplicably suspenseful—a little too suspenseful for a sportswear line, but who cares because thanks to it, we have this breathtaking picture of Bey doing what no one has ever thought to do at the sight of monkey bars.
We also have the Ivy Park website to stare at all freakin’ day, which may or may not have new music on it. The site offers images of Bey, Blue Ivy and a handful of models donning Ivy Park designs. If you press and hold anywhere on the page, you can view new images, hear new music and make out words of encouragement to get you through until the line drops on April 14.
If you didn’t totally deplete your savings account by buying Formation World Tour tickets, you can shop the Ivy Park line at Topshop.com, Nordstrom.com and Zalando.com upon its release. The slippers are choice.
Now, if you’ll excuse me, I need to get back to hopelessly clicking through the website, a.k.a. my day. God bless, Beyloveds.
UPDATE: 3/31/16 12:50 P.M.
Bey is on the cover of Elle USA’s “Women in Music” issue, as well as Elle UK. “Stay tuned for the article and more exclusive images next week,” Elle USA wrote on Instagram. You can view both covers here.
Get the iconic look from Beyonce’s “Formation” video with our tutorial below.