According to the Hollywood Reporter, Beyonce and Adidas have decided to mutually end their Ivy Park partnership. My unpopular opinion is that I thought the entire collaboration was a miss from the start. The THR added the reason for them parting ways had to do with major creative differences, but I blame underperformance. Ivy Park was projected to bring in $250 million in sales last year; however, it only did $40M. Adidas is struggling and stuck with $1.3 billion dollars worth of Kanye West’s product, after they cut ties with Yeezy last October.
Ivy Park sales was not what both teams expected and I’m not surprised. I never understood the demographic the collection was intended for in the first place – was it athleisure? I think not! The looks were all over the place.
Beyonce is arguably one of the greatest entertainers of our time, but designing activewear is just not her forte. (Please don’t come for me B-hive)
Beyonce has a new collaboration with Balmain and is pivoting from athleisure to couture. She worked alongside Balmain’s Olivier Rousteing to bring the album “to life in couture.”
We will be getting 16 run-way style outfits, dedicated to the album’s 16 tracks, including checker-print, shimmering gowns and headpieces, with one appearing like a chandelier.
Look out for Queen B on the cover of French Vogue’s April issue. I can’t wait to see her on tour!
