The internet went into a state of semi-meltdown earlier this year when Ivy Park – the new women’s activewear line from musician Beyoncé and Arcadia chairman Sir Philip Green – was released into the public domain via the websites of Topshop and Selfridges. Thousands of customers clamoured to get their hands on items from the debut collection, including leggings, sweatpants, sports bras and leotards – all bearing the unmistakeable Ivy Park logo, and all of which sold out in a matter of minutes.
The rush was testament not only to the immense popularity of Beyoncé, a superstar musician whose name has become a byword for female empowerment, but also to the ever-expanding market for so-called ‘athleisure’ – the kind of pared-back gym wear designed with everyday activities and aesthetics in mind.
To celebrate Ivy Park hitting the streets of London, the brand hosted a launch event at Topshop’s flagship Oxford Street store, inviting the great and good of the music, fashion and media industries. As part of the wider roll-out and marketing campaign, Nirvana produced a strictly limited set of influencer packs, which were earmarked and sent out to a select group of VIPs in advance of the full release in mid-April.
Each pack features a brown fluted box, with the Ivy Park logo silk screen printed to the inside lid, a blind-embossed envelope with a matt black foil to the front, and a blind-embossed note card with a matt foil to the reverse. In the spirit of the collection, the supporting collateral is understated yet powerful, adopting a monochrome colour scheme and simple, tactile materials (two different weights of G.F Smith’s Munken Polar are used for the envelope and note card). The crisp, deep emboss adds a subtle extra dimension to the envelope and note card, which bears the suitably motivational introduction to the brand: ‘Here’s to your strength… Ivy Park’.
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