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Beyonce teams with Topshop ray ban wayfarer 90% off boss Philip Green to produce Ivy Park

Snap happy models find fame knockoff oakley sunglasses and fortune on Instagram

The humble pair of gym leggings moved from bottom drawer cast off and away to serious fashion industry commodity.

One glance at the proliferation of so named "athleisure" wear brands like Lorna Jane, Lululemon and stalwarts Nike and adidas plus it isn't hard to see why it's a $2 billion 12 months industry nationwide.

On Friday, the fitness wear ray ban 90% off space welcomes a significant new player in megastar Beyonce and her Ivy Park brand, which she created as a standalone partnership with Topshop boss Sir Philip Green. The pair each have a 50 % stake inside the label, that may go on sale in 50 countries worldwide.

The singer was eyeing the athletic wear space for a long time after years of feeling there wasn't a brand that suited her body and ethos, which favours terms for example "strength", "wellness" and "health" over "beautiful" and "pretty".

It feels right a collection of 200 plus pieces, starting from crop tops and tanks to parkas and sweatshirts, some of them bearing the bold Ivy Park logo.

The emblem name comes from a combination of her daughter Blue Ivy's middle name, the roman numeral IV   she and her partner, rapper/producer Jay Z, have birthdays about the 4th of oakley sunglasses cheap 90% off the month   along with the park where her father, Mathew Knowles, made her go running in their own youth.

Critics may dismiss Ivy Park to date another celebrity collaboration but Karen Brewster of Myer, one among four Australian retailers to stock Ivy Park, says the range is top quality, fashionably edgy and "authentic".

"Customers will resonate with this. While Beyonce ray ban sale is behind it, her whole ethos is about strong girls that are fit, healthy and confident."

Myer, that can stock about 50 pieces in eight stores nationally, chose its collection based on the Australian climate and fitness trends, plus the continual blurring of the female wardrobe between fashion and sportswear.

"It's a strong brand but we planned to overlay that with a feeling of femininity," Ms Brewster, Myer's group general manager of apparel, said.

The Ivy Park customer is "fashionably aware, takes care of her wellbeing, is fit and robust and healthy", Ms Brewster said.

At the core of the collection are leggings developed in three shapes   dubbed I, V and Y   for various rises, in addition to different leg lengths. The fabrics are durable, moisture wicking and colourful without being too garish or seasonal.

Prices for your Myer collection vary from $19.95 for accessories, to $209.95 for any parka.

The prices place it square within the premium fitness clothing category, whose growth is outpacing general fashion and footwear.

Based on latest figures from research firm IBISWorld, Australians are expected to spend $1.9 billion on fitness clothing in 2015 16, a boost of more than 8 per-cent on the previous year.

IBISWorld senior analyst Lauren Magner believes our prime growth is driven with the popularity of fitness, especially group classes for example pilates and yoga, along with the growing acceptance of wearing gym clothing in a outside setting.

Beyonce joins a directory of celebrities to collaborate with fitness labels, including Kanye West (adidas) and Rihanna (Puma).

1 week to go. A solid social media presence is additionally critical.

"Beyoncehas67millionfollowers on Instagram, is known as being a woman who promotes exercise, taking good care of your body and mental health, a holistic approach to life.

The story Beyonce teams with Topshop boss Philip Green to produce Ivy Park range first appeared around the Sydney Morning Herald.

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