Global athleisure brand IVY PARK has unveiled its much-anticipated Autumn/Winter 2017 campaign, featuring four new dynamic personalities. Co-founded by none other than the superstar and businesswoman (read, Superwoman) that is Beyonce, the campaign embodies the brand’s motto: Strong Beyond Measure.

All four campaign models are people of colour who have been wildly successful in their chosen fields, including 64-year-old dancer and choreographer Karen McDonald, international Sudanese model Grace Bol (who rocks a shaved head) and Ralph Souffrant, the freckle-covered model and first male face of IVY PARK, who you may recognise from the Yeezy Season 3 (Autumn/Winter 2016) catwalk.

20170619_Ivy_Park_Laverne_Cox_11_3942_07_RGB
Laverne Cox for Ivy Park AW17 Credit: Supplied

Also featured is trans actress and activist Laverne Cox, who is leading the charge. A long-time fan of Queen B, the Orange Is The New Black star was ecstatic about landing the campaign and spoke about what she’s learned from her idol. “Beyoncé is someone who has pushed herself beyond what even she thought she could do,” said Cox.

“It’s a sense of becoming a superwoman, and really pushing yourself beyond all measure.”

Cox is an ideal spokesperson for the brand. “My life changed when I stopped thinking about the things that made me different as something that would hold me back and started thinking of them as the things that would be my salvation,” she’s also claimed.

20170619_Ivy_Park_Laverne_Cox_08_2686_07_RGB

20170619_Ivy_Park_Laverne_Cox_09_3041_07_RGB
Laverne Cox for Ivy Park AW17 Credit: Supplied

Beyonce, much like fellow songstress Rihanna, continues to use her immense popularity and influential voice for good – in this case, to challenge society’s perception of beauty. The array of inimitable faces in the campaign highlight the notion that true beauty goes beyond the perfectly filtered, cookie-cutter selfies that flood our social media.

20170619_Ivy_Park_Ralph_02_0836_03_RGB
Ralph Souffrant for Ivy Park AW17 Credit: Supplied

20170620_Ivy_Park_Karen_15_5894_07_RGB
Karen McDonald for Ivy Park AW17 Credit: Supplied

With distinctively memorable looks and dynamic stories and personalities to match, the latest offering from the clothing line chooses to celebrate and focus on ones strength of character, individuality and confidence.

The fashion-forward activewear range boasts a diverse colour palette that now includes punchy shades like chilli red and deep teal, as well as the classic monochrome and millennial pink (of course).  The new 150-piece collection is available both in-store and online at retailers including TOPSHOP, The Iconic and Nordstrom.

thoughts?