Descending from the sky into a nondescript corner of L.A.’s Crenshaw neighborhood, parachute in tow, Beyoncé is something of an otherworldly presence.
She strides into the local hair salon, bodega, laundromat, and wig shop wearing pieces from her IVY PARK x adidas collection—living proof that you, too,
can be a stylish superhero in your own life, no matter where you live and who you are.
She designs IVY PARK with everyone in mind, emphasizing a “fly” look for all—whether dropping off the kids, going to the gym, or out on a dinner date.
For ELLE’s shoot, the superstar gamely poses for a series of cinematic vignettes she dreamed up with her “Formation” collaborator, Queen & Slim director Melina Matsoukas.
This juxtaposition—extraordinary girl in an ordinary world—is part of Beyoncé’s particular brand of magic, magic she believes exists in everyone.
In 2016, when she first created IVY PARK—a brand she now owns outright, making her one of the youngest women, and the only African American woman, to exercise 100 percent ownership of an athleisure brand—she was aiming to dress real women who work out, dance, and navigate the school-run catwalk in athleisure.
“I took a chance on myself when I bought my company back. We all have the confidence in us to take chances and bet on ourselves.”
And after finding out that men were also flocking to IVY PARK, she’s widened her audience even further with the announcement that the collection will feature gender-neutral styles going forward. Her new partnership with adidas has allowed her to add footwear to the line for the first time. For the launch, Beyoncé hand-selected her favorite footwear models and mixed them with the aesthetics of the season.
Fashion is, of course, just one string to Beyoncé’s bow: She’s a Renaissance woman, counting directing (the six-time Emmy-nominated Homecoming), voice acting (as Nala in the $1.6 billion–grossing remake of The Lion King), and producing (the African-soundscape accompanying album, The Lion King: The Gift) among her recent hits. Part of the key to her success, as she enters these different realms, has been surrounding herself with a cadre of like-minded collaborators—including Matsoukas. And now, we’ll turn it over to the people who go the hardest for Beyoncé: her fans.
I have been waiting for more IVY PARK. What are you giving us with your partnership with adidas?—via Facebook
BKC: My mother instilled in me the idea that creativity starts with taking a leap of faith—telling your fears they are not allowed where you are headed. And I’m proud to do that with adidas. I am excited for you to see the campaign for the first collection of this new partnership. It incorporates my personal style and expands that to include something for everyone. I love experimenting with fashion, mixing high and low, sportswear with couture, even masculine and feminine. This new line is fun and lends itself to creativity, the ultimate power. I focused on designing a unisex collection of footwear and apparel because I saw so many men in IVY PARK. The way they have embraced the brand is an unexpected gift. I appreciate the beauty of gender-neutral clothing and breaking the so-called fashion rules. I took a chance on myself when I bought my company back. We all have the confidence in us to take chances and bet on ourselves.
When did you feel confident enough that you could own your narrative as an artist and creator?—via email
The more I mature, the more I understand my value. I realized I had to take control of my work and my legacy because I wanted to be able to speak directly to my fans in an honest way. I wanted my words and my art to come directly from me. There were things in my career that I did because I didn’t understand that I could say no. We all have more power than we realize.
🙏🏾 I began to search for deeper meaning when life began to teach me lessons I didn’t know I needed. Success looks different to me now. I learned that all pain and loss is in fact a gift. Having miscarriages taught me that I had to mother myself before I could be a mother to someone else. Then I had Blue, and the quest for my purpose became so much deeper. I died and was reborn in my relationship, and the quest for self became even stronger. It’s difficult for me to go backwards. Being “number one” was no longer my priority. My true win is creating art and a legacy that will live far beyond me. That’s fulfilling.
Why did you start directing? Is it not hard enough being the queen that constantly slays us?—via email
Thank you 🙏🏾Directing has, in a way, always been a part of my creative process. I’ve always had a passion for writing treatments for videos since Destiny’s Child. In 2008, I started a production company and sat in a room full of editors who taught me how to use Final Cut Pro. I spent a year editing and creating Life Is But a Dream. I went through hundreds of shows’ worth of footage, and that experience taught me to love the filmmaking process. I love how mixing media can take you on a journey, which inspired projects like Lemonade and Homecoming. I love combining doc-style footage with live performances and incorporating all aspects of my life in film.
What is your work process like? Where do you start? Where do you get your ideas?—via email
With new projects, I get my team together for a prayer. I make sure we are all clear on the intention and what the deeper meaning is. I do my best, and I try to push everyone around me to do the same. I eventually give everything I have. When it’s released to the world, I let it go because it is no longer mine.
You have worked with several female directors. Why is that important to you?—via Facebook
Melina Matsoukas has inspired me to own and redefine what it means to be a director. As a woman, if you are too opinionated, too strong-willed, too anything, you are disregarded. I’ve seen this happen to Melina, but she handles it with respect and grace. Melina is a rarity; she has the sensibility to understand fashion, photography, storytelling, history, and culture and is able to seamlessly incorporate those components into her work.
I have trusted Melina for over a decade and created some of my best work with her—from visuals for my music to tour content and now a fashion shoot. I was so excited to work with her on this shoot for ELLE, because working with Melina is effortless. We have a natural way of collaborating because of our friendship and mutual respect for each other. There’s no politics, no ego; it’s just about being in the moment and creating dope art. Pioneers like Kasi Lemmons, Julie Dash, and Euzhan Palcy have amazing catalogs, and women like Lena Waithe, dream hampton, Adria Petty, Diane Martel, Darnell Martin, and Ava DuVernay have added to the dialogue. And I am lucky to have worked with most of these talented women.
“As a woman, if you are too opinionated, too strong-willed, too anything, you are disregarded.”
What stresses you out? You always look like you are in control. —via Instagram
I think the most stressful thing for me is balancing work and life. Making sure I am present for my kids—dropping Blue off at school, taking Rumi and Sir to their activities, making time for date nights with my husband, and being home in time to have dinner with my family—all while running a company can be challenging. Juggling all of those roles can be stressful, but I think that’s life for any working mom.
How do you take care of yourself ? Do you believe in self-care? —via email
The name of the brand comes from where I built my strength and endurance as a young woman. I ran and trained in the park, and that state of mind has stayed with me all these years later. It’s the first place where I learned to listen to my body. Many of us grew up seeing our parents act as if they were superheroes. Most women have been conditioned to ignore symptoms and just “tough it out” and focus on taking care of everyone else before themselves. I am no longer one of those people. After having a difficult pregnancy, I took a year to focus on my health. I have researched information on homeopathic medicines. I don’t just put any prescription in my body. My diet is important, and I use tools like acupuncture, meditation, visualization, and breathing exercises.
Do you ever react to negative comments about yourself?—via Facebook
Yes, I’m human. In moments of vulnerability, I try to remind myself I’m strong and I’m built for this. Thank God most of the noise bounces off of me after all of these years.
Would we see you at the supermarket or Target? What do you buy?—via Facebook
The last time I went to a supermarket, it was more like a bodega before a Madonna concert. Jay and I snuck into one in Crenshaw and bought some Cuervo and Funyuns chips. And…y’all know you see me at Target and I see y’all trying to sneak pics.
Is there ever a morning you want to just put on sweats and go for a walk without security?—via email
I do!
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Source: USA Today
