Beyoncé is releasing a new collection for Ivy Park and recently released campaign ads that included many familiar faces and a rare appearance of her four-year-old daughter Rumi Carter.
Ivy Park’s latest collection will be called Halls of Ivy and blends preppy academia with athleisure.
Beyconcé was said to describe Halls of Ivy as a “figurative space that is somewhere between where you are now, and where you aspire to be. Described by some as a club, others as a collective, Halls of Ivy is a boundless, unconfined place where everyone is welcome.”
In the latest campaign video, Rumi made an appearance alongside her mother and big sister Blue Ivy. In the video, Beyoncé and her daughters are seen in matching black-and-white houndstooth sets.
Other celebrities seen in the ad include Natalia Bryant, Kobe Bryant’s daughter, Ava and Deacon Phillippe, Reese Witherspoon’s eldest children, and basketball players like James Harden of the Brooklyn Nets and Jalen Green of the Houston Rockets.
In an interview, Beyoncé told Haper’s BAZAAR that she planned to include children’s clothes through Ivy Park, a decision she made because she enjoys matching with her children.
“I’m excited that IVY PARK x Adidas will now feature kids’ clothing with this drop,” she said. “On our family vacations, we love to coordinate our outfits. My kids are usually on set with me for shoots, and we’d find ourselves putting them in extra-extra-smalls so we could match. So, it is a natural progression for IVY PARK to introduce a selection of key silhouettes in children’s sizing.”
Photo Credit: Ivy Park Ad