Beyoncé's athleisure brand Ivy Park is getting a revamp for 2020

And she's reclaiming it on her own terms
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Beyoncé's athleisure brand Ivy Park is getting a revamp for 2020

If you loved Beyoncé's Ivy Park athleisure range the first time round and have been lamenting its apparent demise, lament no more because the Grammy-award winning artist and bona fide style icon is taking her brand back from the brink of extinction.

Founded in 2016 with Topshop owner Philip Green, Beyoncé's Parkwood Entertainment took over full ownership in November 2018, and the star has big plans to take the brand in a new direction by teaming up with Adidas, and pushing the boundaries by designing the upcoming collection for both men and women.

"I focused on designing a unisex collection because I saw so many men in IVY PARK. The way they have embraced the brand is an unexpected gift," the star explained to Elle.

The full collection is scheduled to drop on January 18, but Queen Bey has been treating fans to a sneak peek of the line on Instagram, and has posted an image of an Adidas sneaker, gold jewellery and a zip-up jacket.

“I love experimenting with fashion, mixing high and low, sportswear with couture, even masculine and feminine,” she added.

While we’re still not quite sure of what the entire range will look like, one thing is guaranteed – it’s going to be a sell-out so if you want a piece of the action, you better set your alarm for January 18.

Photos: Instagram