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Ivy Park AW16@beyonce

The star of Beyoncé’s new Ivy Park campaign is... Beyoncé

Modelling the AW16 collection herself, Bey dropped the shots on her Instagram

Today, the latest campaign for Beyoncé’s Ivy Park AW16 collection has been unveiled, and it stars – you guessed it – the singer herself.

In an ode to her daughter, whose name inspires that of the collection, the video teaser for the campaign sees a montage of Beyoncé performing on stage, working out and spending time with her daughter, Blue Ivy.

Styling out the idea of a sweaty gym sesh with poetic words about her daughter, Beyoncé’s voiceover tells us that “When I’m about to give up, I picture that one person I love more than anyone... I see their face and they’re smiling, and cheering, and they’re so proud of me, they’re shouting my name, and I make it to the end. I push past the pain, and I find love.” Cute.

After two years of planning, Beyoncé launched her first collection in collaboration with Topshop earlier this year, where despite her not attending the launch to pose in the flagship Oxford Street store á la Kate Moss, hordes of fans turned out to shop the collection the day it dropped. 

The Ivy Park range later garnered controversy after its initial release for its alleged use of factories which pay below minimum wage – a claim that Topshop refuted, citing its ethical trading programme.

The AW16 collection is already available to purchase online and in stores, with camo, cut-outs, fishnet and laser-cut logos adorning the activewear. Continuing the set-up established with the first collection, this offering includes a 227-strong selection of branded women’s sportswear.