Ivy Park

Exclusive: Adidas x Ivy Park Reveals New Campaign Shot in the Dubai Desert

Exclusive: Adidas x Ivy Park Reveals New Campaign Shot in the Dubai Desert

Photo: Courtesy of Adidas x Ivy Park
Following the debut of the new Adidas x Ivy Park collection at Dubai’s Atlantis The Royal—after Beyoncé notably performed at its opening—her clothing line’s collaboration with the sportswear brand has revealed its new campaign exclusively via Vogue Arabia. It sees the vast desert of Dubai come alive in hues of neon orange, electric purple, and camouflage as the Adidas x Ivy Park squad hits the dunes in new pieces from Park Trail.
Photo: Courtesy of Adidas x Ivy Park
Art directed by Lebanese creative Andrew Makadsi, the Emmy-nominated talent behind Beyoncé’s concert-documentary Homecoming, the campaign stills speak to the inspiration behind the collection. Models are photographed on quad bikes, sandboarding, and taking on the dunes, all while serving up style and functionality in the head-turning performance wear. The collection has been designed with both, the great outdoors and the concrete jungle in mind, which means that whether you are gearing up for the next adventure taking you miles away from civilization, or smack-dab in the middle of it, Park Trail will have you covered.
Beyoncé wearing the new Park Trail collection. Photo: Courtesy of Ivy Park
Choose from the Ivy Park Solar Orange pieces which include puffer coats, technical pants, jackets, and more; be glamorously discreet in the brand’s blinged-out camo; or channel Beyoncé in head-to-toe purple. The Grammy-winning singer recently took to Instagram to share her favored ensemble from the collection, which featured a purple top with matching cargo pants and long coat. The perfect accessory to complete your look? Statement Ivy Park jewelry, which includes oversized silver earrings with the brand name, among others.

Check out the new campaign for Adidas x Ivy Park’s Park Trail collection shot in Dubai below.
Photo: Courtesy of Adidas x Ivy Park
Photo: Courtesy of Adidas x Ivy Park
Photo: Courtesy of Adidas x Ivy Park
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Adidas x Ivy Park Launches a Delicious New Collection at Dubai’s Atlantis The Royal

Adidas x Ivy Park Launches a Delicious New Collection at Dubai’s Atlantis The Royal

The venue for the show
Beyoncé has never been one to do things halfway. In case you missed it, the musical icon, who happens to be the proud owner of 30 Grammys, 29 MTV Video Music Awards, and 13 Billboard Music Awards, to name a few, created magic in Dubai last evening to celebrate the opening of its new luxury resort, Atlantis The Royal. The performance wasn’t just special because it marked Queen Bey’s return to the stage after four years; it was always a big moment that marked the very first public performance by Blue Ivy, daughter of Beyoncé and husband Jay-Z.

To mark her weekend in the region, Beyoncé also took over the poolside of Atlantis The Royal this evening to launch the latest collection of her much-loved clothing line Ivy Park, in collaboration with Adidas.
Against the backdrop of blue skies, lush palm trees and a vibrant DJ console at Nobu by the Beach, Adidas x Ivy Park’s brand new offerings came showcased in the most interesting fashion. Instead of a predictable runway, the Ivy Park army strolled into the party casually, interacting with guests and pausing for videos to create a more intimate experience, where guests could touch the clothing and enjoy the details better than ever before. Among the many models spotted out and about were some familiar faces too, including Tunisian beauty Ameni Esseibi.

Keeping true to the Ivy Park aesthetic, the latest season was replete with comfy-meets-cool street wear comprising of cozy layers, fierce bodysuits, and harness details. Neon orange separates popped against the cheerful backdrop, while inky blue ensembles and camouflage looks served as the ideal foil. To accessorize, each look was styled with a combination of sock boots, sparkling gloves, and chunky gold jewelry. Hijabi models twirled for the cameras while others strutted across the poolside with big smiles. One factor that immediately brought synergy to the line? Despite being statement looks, every outfit was as wearable as it was Insta-worthy.
Below, take a first look at Adidas x Ivy Park’s unmissable evening.
Adidas x Ivy Park
Adidas x Ivy Park
Adidas x Ivy Park
Adidas x Ivy Park
Adidas x Ivy Park
Adidas x Ivy Park
Adidas x Ivy Park
Adidas x Ivy Park
Adidas x Ivy Park

Who Are Africa’s Top Fashion Influencers?

Who Are Africa’s Top Fashion Influencers?

PARIS — With a steadily expanding middle class, Africa holds plenty of untapped potential for luxury brands. But who are the influencers who are moving the needle on the continent and beyond?
These days, global brands like Louis Vuitton, Prada and Hermès are competing with a growing number of homegrown labels, as designers like Rich Mnisi, Kenneth Ize, Hanifa and Thebe Magugu tap into rising demand for African-made fashion.
In order to succeed, Western brands must harness the power of local influencers, ranging from stars of Nigerian cinema, dubbed Nollywood, to television presenters, singers and influencers, technology company Heuritech said in a webinar titled “Discover the African Fashion Scene.”

“The narration of African fashion cannot be done without African creatives,” said Amélie Rotsen, fashion analyst at Heuritech, which offers brands fashion trend forecasting using artificial intelligence to translate pictures shared on social media into market insights. 
“People are now really quick to call out a brand for cultural appropriation, so stop any narrative based on Western imagery, and try to really call those creatives to create stories that will highlight their culture, the way they know how,” she added. 
Total private wealth held in Africa is expected to rise by 30 percent over the next 10 years, reaching $2.6 trillion by 2030, according to the “Africa Wealth Report 2021” published by AfrAsia Bank. South Africa is home to the largest luxury market in Africa by revenue, followed by Kenya and Morocco, it said.

The bank expects Ethiopia, Mauritius, Rwanda, Kenya and Uganda to be the strongest-performing wealth markets in Africa over the next decade, with growth rates exceeding 60 percent. Solid growth is also forecast in Namibia, Botswana, Mozambique and Zambia. 
“To enter the African market, it is very important for international brands to really understand the specificity of the markets and have teams directly in the field. This is especially true for influencer communication,” said Jenna McFeely, fashion curator and trend analyst at Heuritech. 
“Picking the right brand ambassador requires foreign brands to do exhaustive research on the market, along with the influential figures of a particular country or field. And lastly, it’s important to consider the weight of the diaspora,” she added. 
“As a result of colonization, people of African descent are present throughout the world with their heart and their wallet lying between the Western world and their roots, and this will to consume Black[-owned brands] has been reinforced,” she said, noting the power of U.S. beauty influencers like Jackie Aina and Nyma Tang.
Among the top African influencers she listed were Nigerian actresses Adesua Etomi and Genevieve Nnaji, who have 4.3 million and 8.2 million followers on Instagram, respectively.

Burna Boy 
Michael Buckner/WWD

Nigeria has also produced major music stars such as Burna Boy and Wizkid, who posted a message on Instagram last week saying his concert at the O2 Arena in London, scheduled for Nov. 28, sold out in 12 minutes. 
“While the link between film, music and fashion does not need to be proven anymore, these artists’ global audience and edgy style make them ideal representatives for African and international designers who are hoping to attract aspirational or entry-level consumers,” McFeely said. 

Popular TV personalities include Bonang Matheba, known for her catchphrase “Champagne, darling!”, who has launched a number of fashion lines and her own sparkling wine brand, House of BNG, in addition to starring in the reality TV show “Being Bonang.”
Citing Nigerian public relations firm Redrick, McFeely recommended that brands targeting luxury consumers rely on high-net-worth individuals like the Nigerian writer Chimamanda Ngozi Adichie, who inspired Maria Grazia Chiuri’s first collection for Dior with her essay “We Should All Be Feminists.”

Chimamanda Ngozi Adichie and Maria Grazia Chiuri 
A•tor Rosas Su–e/WWD

“There’s also the influencer market with entrepreneur women and travel enthusiasts like Boity Thulo, who showcases the lavish side of Africa, which is aspirational to say the least,” McFeely added. 
“And finally, there’s the promise of Afro cyber influencers who might be a new fun outlet, given the success encountered by Lil Miquela, who is another virtual influencer,” she said, citing the example of digital model Ivaany. 
In parallel, WWD asked data research and insights company Launchmetrics to compile data on the top five African influencers ranked by media impact value, or MIV. The measure, based on a proprietary algorithm, estimates the value of coverage across social networks and in the media.
1. Mihlali Ndamase (@mihlalii_n): 1.4 million followers on Instagram, 59 percent of engaged audience from South Africa
The makeup artist and content creator, also known as Mihlali N, bills herself as the biggest beauty YouTuber in South Africa with 345,000 subscribers. 
She recently generated $143,000 in MIV for a post with Fashion Nova, $112,000 for a post with Revlon and $80,000 for a post with Dior makeup. 
Featured on Forbes Africa’s “30 Under 30” list this year, Ndamase has expanded into luxury and lifestyle content, via paid partnerships with the likes of Radisson Hotels and Protea Hotels by Marriott.
2. Temiloluwa Otedola (@temiotedola): 1.2 million followers on Instagram, 54 percent of engaged audience from Nigeria
The daughter of Femi Otedola, a Nigerian billionaire active in sectors including energy, and younger sister of music star DJ Cuppy, Temi Otedola established her presence with the launch in 2014 of a blog covering areas spanning fashion, travel and a book club. 

Her Instagram post about Etro’s Forte dei Marmi pop-up in June generated $113,000 in MIV, while a post with Farfetch in 2020 was worth $68,000, reflecting the progression in her follower count.
Otedola made her acting debut last year as the female lead in Nigerian director Kunle Afolayan’s film “Citation,” the story of a university student who accuses a professor of sexual harassment, which is available to stream on Netflix. 
3. Kefilwe Mabote (@kefilwe_mabote): 1.2 million followers on Instagram, 56 percent of engaged audience from South Africa
Born in the township of Soweto in Johannesburg, Mabote last year published her autobiography “Kefilwe Mabote: Influencer De Luxe – From Soweto to Milan,” which doubles as a guide to becoming an influencer. 
Known for her glamorous style, she generated $49,000 in MIV for a post with Ugg in May, but can generally be seen in high-end designer clothing by the likes of Burberry, Tom Ford and Versace. She even has a dedicated web site, kefiscloset.com, to sell her castoffs. 
Mabote’s personal life made headlines last year when her then-boyfriend, businessman Edwin Sodi, was caught up in a corruption scandal. She subsequently lost a defamation lawsuit against the weekly tabloid Sunday World.

A post on Lesego “Thickleeyonce” Legobane’s Instagram account. 
Lesego Legobane/Instagram

4. Lesego Legobane (@thickleeyonce): 765,000 followers on Instagram, 66 percent of engaged audience from South Africa
Photographer, plus-size model and body positivity activist Legobane — known professionally as Thickleeyonce — also has her own online clothing store, Leebex. 
A recent post with Fashion Nova Curve generated $39,000 in MIV; another with Bombay Sapphire was worth $63,000, and a third for Beyoncé’s Ivy Park collection with Adidas generated $50,000. 
Legobane revealed last year that she had been selected as an influencer for Rihanna’s Savage x Fenty lingerie line, but last week called out the brand on Twitter for not offering any pay. The tweet was subsequently taken down, but she posted a separate message that read: “PAY INFLUENCERS. CREATING CONTENT IS WORK.”
5. Sarah Langa (@sarahlanga), 579,000 followers on Instagram, 61 percent of engaged audience from South Africa

A close friend of fellow influencer Kefilwe Mabote’s, Langa landed her first paid gig with South African department store chain Woolworths in 2015. She has frequently countered criticism from haters by highlighting her academic achievements, which she lists on her Instagram biography.
Langa works with a variety of brands including hairstyling appliances company GHD and mobile phone maker Samsung. She generated $31,000 in MIV for a recent post with fast-fashion e-tailer PrettyLittleThing; $26,000 with Nespresso, and $16,000 with Patrón Tequila.
One of her most recent Instagram posts shows her unboxing an Hermès Birkin handbag in a promotion for luxury goods sourcing service Aquarius Luxury Concierge. 

Sarah Langa 
Oupa Bopape/Gallo Images via Getty Images

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EXCLUSIVE: Beyoncé’s Ivy Park to Highlight Black Cowboys in Next Drop

EXCLUSIVE: Beyoncé’s Ivy Park to Highlight Black Cowboys in Next Drop

Everybody needs a pair of denim chaps, just ask Beyoncé.
The next drop of the singer’s popular Adidas x Ivy Park collection will celebrate the often overlooked history of Black cowboys and cowgirls and their continued influence and impact on American rodeo.
Called Ivy Park Rodeo, the collection is extensive — 58 women’s and unisex apparel pieces, five shoes and 13 accessories — all designed as reimagined and modernized takes on classic Western wear.
Beyoncé started teasing the collection on the Ivy Park website and Instagram page earlier this week with a video feature on the actor Glynn Turman (of “The Wire,” “How to Get Away With Murder” and “Fargo”) riding a horse and talking about how he spent his days in the stables of Central Park shoveling manure so he could ride for free and how important Black cowboys were in settling the American West. He is photographed alongside his granddaughter Melinda Siegel whom he taught to ride and who now teaches the sport to underserved youth at Camp Gid D Up that Turman founded with his wife.

A block of copy overlaid on the image on the Ivy Park web page reads: “Born and raised in New York City, it is sometimes hard to imagine that the sometimes-director of stage productions [Glynn Turman] has also been a real-life cowboy. He says from as long as he could remember, he has had a fascination with horses. An accomplished horseman and rodeo champion off-screen, he and his wife, Jo-Ann, cofounded and direct a free Western-style summer camp, ‘Camp Gid D Up’ for inner-city and at-risk youth since 1992. He credits that attending youth camps as a kid saved him from juvenile delinquency.”

It continues: “In 1999, Glynn Turman won the state’s Regional Team Roping Finals and placed in the top five in the National U.S. Team Roping Champion Finals in Oklahoma City. In November 2011, Glynn was inducted into the Western Heritage Multi-Cultural Museum’s Hall of Fame in Fort Worth, Texas. And this year for Juneteenth, he saw his lifelong work to bring the Black Rodeo to television realized on CBS.”
In the photos, Turman is wearing a denim jacket and jeans with Adidas’ trademark three stripes running down the side alongside Siegel who sports the chaps over shorts.
The Ivy Park Rodeo collection is heavily rooted in denim and will offer up dark washes with distinct monograms and purple glow cow prints accented with utilitarian-inspired zips and snap fasteners. There will be a denim body suit, a wide-leg snap pant, tracksuit, bucket hat and, yes, chaps.
Fabrics will include 100 percent 16.5-ounce blue twill denim, 99 percent cotton/1 percent elastane 10.8-ounce denim and 100 percent cotton 13 –ounce cow-print cotton twill denim.
There is even an IVP Ultraboost sneaker that mimics the look of denim.
In addition, washed heavy French terry will also be well represented in the collection, offered up in a hoodie with matching sweatpants. Other key pieces include a small cotton canvas waist bag, a durag, socks, bandanas, a new colorway of the IVP Forum Mid sneaker and the introduction of the IVP Super Sleek “Chunky,” which boasts an exaggerated outsole combined with a classic upper offered in two colorways.

As in the past, the collection offers inclusive sizing with apparel in XXXS to 4XL.
Prices range from $45 to $200 for the apparel and $25 to $75 for the accessories. The shoes will retail for $140 to $200.
The Rodeo collection will launch exclusively on the Adidas website on Aug. 19 for 24 hours only; the global launch will happen the next day.
The most recent, much smaller drop of Adidas x Ivy Park collection was last month when the partners unveiled the Flex Park swimwear capsule.
The first Ivy Park collection with Adidas debuted last January. Beyoncé had launched the line with Topshop in 2016. But after sexual assault allegations surfaced around Sir Philip Green, Topshop’s then-chief executive officer, which he denied, she bought back his shares and assumed full ownership of the line in November 2018. In 2019, she revealed that she had brought the collection to Adidas.
Black cowboys have been receiving more attention lately: In addition to the Black rodeo show that aired on CBS in June, the Compton Cowboys, a group of Black horseback riders who use equestrian culture to positively influence inner-city youth and combat negative racial stereotypes in Compton, Calif., were featured in the Tommy Hilfiger campaign and created a collection with Ariat, a Western brand.
In the Instagram post on the Ivy Park site, Siegel said she has been inspired by the Black cowboys and cowgirls in Compton and elsewhere since she was a young girl, especially the all-Black Bill Pickett Rodeo in Los Angeles. “Passing on the legacy of the American Black cowboy is very important to me,” she said. “The life lessons I have gained working with horses [have] taught me humility, respect and the ability to be vulnerable. You learn quickly that too much ego and pride will land you in the dirt. I am blessed to represent a secret part of American history by being a modern-day Black cowgirl.”

Beyoncé Makes a Case for Summer Color Blocking and Micro Bags in New Look

Beyoncé Makes a Case for Summer Color Blocking and Micro Bags in New Look

Photo: Instagram/@beyonce
While traditional summer outfits nod to light pastels and floral patterns, Beyoncé has always been one to stand out with her fashion choices. The singer was seen dabbling in risqué color-blocked neons as she took to Instagram to post a caption-free photo gallery.
This time, the 39-year-old artist wore a bright yellow US $495 Mara Hoffman mini dress, including asymmetrical patches of orange on the top and bright blue on one bottom side. She paired the eye candy look with colorful staples, donning dangling earrings, navy-rimmed sunglasses, and a blue micro purse, keeping the trend alive. Adding yet another color to her ensemble, she wore mint green heels with wraparound sections snaking around her ankles. Out to spend some quality time with her four-year-old daughter Rumi, she was spotted wearing the outfit underneath a sheer blue long-sleeved top at the FAO Schwarz toy store in New York City last weekend.

The star has been generous in sharing outfit posts with her 192 million Instagram followers regularly this year. In another, Beyoncé is seen sporting fluorescent floral pants with a tied-up white shirt cropped at her waist, alongside her husband and rapper Jay-Z, who is seen wearing a relaxed light-grey Puma fit. The couple had flown into the city from the Hamptons and were photographed having lunch in Brooklyn. Beyoncé carried a white Telfar bag and large fluorescent lime earrings with the look.
The Lion King actor is not the only one in a punchy fluorescent look. Back in spring and early summer this year, models Hailey Bieber, Bella Hadid, Ashley Graham and actor Blake Lively sported outfits drenched in electric greens.
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