The brand has launched with a moody YouTube video starring the singer, and an interactive site which describes Ivy Park as "merging fashion-led design with technical innovation."
The promotional video is shot in slow motion and shows Beyonce exercising in various locations, with a voiceover reminiscing on her childhood relationship with exercise.
The name Ivy Park relates to Beyonce's daughter, called Blue Ivy, and a park in the singer's hometown Houston called Parkwood Park.
Ivy Park also has its own Facebook and Instagram pages, and prospective customers can sign up for emails via the site.
The online marketing materials so far focus on showing Beyonce wearing her own range, rather than showcasing the clothing itself.
Ivy Park falls into the category described as 'athleisure', selling clothes appropriate "both on and off the field".
Beyonce's collection will go on sale across 50 markets globally. In the UK, stockists include Topshop, Selfridges, JD Sports and Net-a-Porter, and clothing will be available from 14 April.
While it may seem odd that the Ivy Park launch focuses so heavily on the singer rather than the new clothing range, there's a core of fans who seem happy to stump up the money despite not having seen the product.
take my money.
— NuNuChiChiLauren (@hella_classicx3)
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