ON Friday the 15th of April 2016: Sydney’s elite and industry insiders flocked to Carriageworks to be the first to preview Ivy Park, a new activewear brand for women created by Beyoncé and Sir Philip Green, at an exclusive event held at the Black Smith’s Workshop earlier this morning.
DJ GG Magree set the tone mixing hip hop and R’N’B tracks in the urban space which was transformed into a basketball court and fitness hub, with gym props scattered around the venue referencing elements from the campaign video. Guests waited in anticipation for the unveiling of the collection, which was revealed with the opening of an industrial shipping container housing a line-up of models and the full collection hung on a scaffolding installation.
Guests grazed on a selection of healthy bliss balls, muffins and bircher muesli which were complimented by caffeine from the L’Aperture coffee cart, healthy smoothies and fruit juices, Voss Water and Kai Coconut Water.
The fashion savvy crowd left with oversized gift packs which included Ivy Park headband, MUSQ Handwash, De Lorenzo Dry Shampoo, Dove Deodorant, Lady Jayne hair accessories, a blow dry voucher for Edwards & Co who also styled the models hair, an F45 pass and Xtend Barre, VIP pass.