Today, Beyoncé unveiled the campaign for Ivy Park’s Fall collection, starring none other than Queen Bey herself. Two bold and stunning photos, showing the music icon posing and showing off a perfect backbend in her workout gear, were released on Beyoncé’s Instagram today, alongside a minute-long promotional video.
In typical Bey fashion, the campaign video is an inspirational collage of sorts, refraining from crossing the cheesy line of course. The clip splices together footage of Beyoncé in her personal gym and prepping for the campaign photo shoot with some rehearsal and performance clips from the Formation World Tour, showing the tremendous outcome of her tough exercise regimen and sheer hard work.
Much like last season, the campaign focuses on the clothes’ ability to motivate and empower, and encourages us to find our own inspiration to make our bodies stronger. Bey’s motivation? None other than her daughter and future queen of music, Blue Ivy Carter, as shown by personal family footage interlaced into the clip.
Peep the campaign photos below.