Rumor Mill: Is This The Name Of Beyonce’s Topshop Collaboration?

 
The BeyHive are quite the investigators.  Yesterday they made Beyonce and her iTunes page trend worldwide on Twitter when someone discovered that the page was down for a few minutes and that there were a number of unlisted videos uploaded added to the artist’s Vevo page. Today, they are prepping themselves for for the release date of the star’s Topshop collaboration.


In 2014, Beyonce and Topshop announced a collaborative company that was then unnamed. At the time of that announcement, the release was on a February 2015 timescale — in fact, Topshop’s flash page about the partnership still lists 2015 as the release date.  That date came and went, with no line in sight but then in November of 2015 there was an announcement that we’d finally get an athleisure line from the pair come April 2016.


At that time, the project name as we knew it, was Parkwood Topshop Athletic Ltd with a full 25 countries reportedly in store for being able to purchase its wares. They even hired a dedicated communications director, Amie Witton-Wallace, to make sure the roll out made a splash.


With April approaching, the BeyHive has been spending the vast amounts of time they have not playing “Formation” (ok, well maybe vast is the wrong word) digging. What they’ve found? Trademark paperwork filed on behalf of Parkwood Topshop Athletic Ltd for IVY PARK. The trademark covers make-up, skin care products, jewelry, bags and accessories, clothing and more, giving the venture the right to slap that moniker on all the trappings of a full lifestyle brand.
Three days ago Fashionista published a post supporting that name. In it Fawnia Soo Hoo wrote “At first, you might think Beyoncé named her body-positive fitness-wear line after adorbs daughter, Blue Ivy, but apparently, that’s not the case. The “Ivy” part comes from the Roman numerical version of four— IV—because Bey’s birthday is on Sept. 4, hubby Jay Z’s is on Dec. 4 and the power couple’s wedding anniversary is April 4.”

She continued: “The “Park” part is a literal inspiration, representing “beautiful shared open spaces, which are used for sport and leisure alike.” The Park part also conveys the “democratic” aspect of verdant public spaces, which ties in with the philosophy of the brand. And just in time for election year — just saying.” The entire post has since been deleted but the cache records were obtained by TFB.

What else has the BeyHive found? A bio of a personal trainer and choreographer that lists “Beyonce’s new fitness brand Ivy Park” as one of her past campaigns. A small slip, but a slip all the same.

The news only ups the stakes for next month. Rumors abound that Beyonce will drop a mini documentary and an album in April and some even say she has a cover of Elle Magazine in the pipeline. It’s surely a lot of stuff happening but even if only half of it is true, we can’t wait!

Will you be running out to buy Beyonce’s Ivy Park line with Topshop?