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adidas & Ivy Park announce capsule collection inspired by love, ‘Ivy Heart’

The campaign concept is centred around bringing people together from all different backgrounds through one colour, red, that’s sentimental to so many

adidas and Ivy Park CEO Beyonce have announced Ivy Heart, a new capsule collection inspired by love, just in time for Valentine’s Day, from the ongoing adidas, Ivy Park creative partnership.

As with previous offerings from the partnership, this latest collection features distinct looks with inclusive, gender-neutral sizing in fashion styles, performance gear, footwear, and accessories.

The line will be available online at on February 9 and from February 10 onwards in select stores globally and in India.

The campaign focuses on the guiding thematic colour behind the collection. In the Western world, red is commonly associated with love, romance and sensuality. While in the East, red is attributed to good fortune and joy.

The concept is centred around bringing people together from all different backgrounds through this one colour that’s sentimental to so many. This theme is illustrated through enhanced lighting, bold yet minimal production design, elevated styling and most importantly the international cast.

Cultural cues from specific iconography and symbols are explored in visual motifs with sensitivity and intention. Ivy Park pays homage to various cultures inspired by this colour, incorporating red through a futuristic yet authentic lens.

The campaign is led by a diverse cast of models, including actress and model Karrueche Tran, model and actor Tyson Beckford, singer/songwriter, actor Troye Sivan, model and actress Shu Pei and actress/comedian Naomi Watanabe.

Love- most importantly love of one’s self - is at the core of Ivy Park’s newest drop. Bold and sexy looks are an integral part of Ivy Heart, which is decked out in a spectrum of vibrant reds, playful pinks, and nuanced neutrals. The collaboration with adidas is further complemented by performance fabrics and graphic prints, allowing ample designs to mix-and-match from work out to night out.

The capsule collection’s design touch points are rooted in Beyoncé’s love of athleticism and fashion, merged with adidas’ performance and innovation.

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