Global clothing brand adidas has revealed a brand-new collection, IVYTOPIA. Created in collaboration with Beyonce’s IVY PARK brand, the range inspires its wearers to discover their nirvana. 

According to adidas, “The line explores the collective connection shared after emerging from a period of isolation. IVYTOPIA imagines the possibilities of this journey with one another, dreaming and exploring our infinite potential. Whether a beach, mountain range, or urban oasis, the setting is unlimited, as long as it makes you feel hopeful for what’s yet to come.”

THE CAMPAIGN

This cinematic campaign focuses on the universal idea of being isolated from the outside world – a cold, synthetic space with abstract memories visually flashing before our cast. At its core, the concept is about finding healing through connection and sharing one another’s dreams of escaping to IVYTOPIA, whether simply daydreaming or going on a road trip.

This theme is depicted as cast members emerge from a transformative experience that is frenetic and psychedelic, as well as cathartic and empowering.  As the cast ventures out of isolation and into hyper-real nature, they discover an outside world that no longer feels the same. It’s a new beginning for collective healing and exploring our possibilities.

This campaign is illustrated through enhanced lighting, bold yet stark production design and elevated styling. IVY PARK utilises this futuristic yet surreal narrative to affirm the fact that through optimism and imagination, we can create our IVYTOPIA. Legendary and international supermodels Irina Shayk, Joan Smalls, Harvey Newton-Haydon, Adut Akech and Alva Claire are part of the diverse cast whose talents bring this transformative experience to life.

THE COLLECTION

In the collection, natural and supernatural inspiration blend seamlessly. The collection comprises various items, including striking swimwear created with every body in mind. Colours include quartz (off-white), pyrite (silver), lapis lazuli (shock cyan), hawk’s eye (khaki) and jasper (solar yellow), a mystical crystal and floral-inspired print. 

By blending natural and organic elements with futuristic details and shapes, the IVY PARK design language evolves to another world. Textiles like printed power mesh, metallic spandex, stretch twills, and French terry speak to IVY PARK’s love of athleticism and fashion. The bold crystal prints further illustrate a feel of serenity and ethereal beauty, while a high-voltage colour palette reminds the wearer of IVY PARK’s sheer vibrancy. The collection’s unique fabrics are amplified through lines and cuts that are abstract yet flattering. 

Accessories for the IVYTOPIA collection mirror the apparel’s inspiration and include a five-panel wide brim hat shown in both lapis and the crystal print that is a fresh take on a sun hat constructed in a swimwear material and featuring a detachable Cuban link chain as well as the now classic reversible IVP bucket hat, a keep all tote that is oversized and multi-functional with removable exterior pouch pockets. Also included is a three-pack assortment of socks that features quartz (off-white), lapis (shock cyan) and pyrite (silver) items reflecting the collection’s colour palette.  

IVYTOPIA footwear styles include the iconic Stan Smith, which has been re-worked with a bold and slightly futuristic look, creating an aesthetic defined by contrasts. Additionally, a new iteration of the Savage sneaker with intricate panelling and lines that take the spotlight thanks to punctuating pops of colour and an updated version of the mule, accentuated with sharp lines with a light-mesh fabric that ties into the apparel.

As with previous adidas x IVY PARK offerings, this latest drop features gender-neutral looks with inclusive sizing in fashion styles, performance gear, footwear, and accessories. The range is available at adidas.co.za and Sandton Flagship, Canal Walk Women’s and V&A Waterfront.