Beyonce's new leisurewear line is 'not about perfection'
Beyonce wants women to take more care of their bodies and what they put in them.
Beyonce created her new Ivy Park athletic collection to challenge the concept of perfection.
The singer gave fans a sneak peak of her new range of sports and leisurewear last week (ends01Apr16), and in a new interview with Elle magazine, the 34-year-old explained the idea behind the collection.
"It's really about changing the conversation," she said. "It's not about perfection. It's about purpose. It’s really the essence: to celebrate every woman and the body she’s in while always striving to be better."
The Single Ladies singer first announced her 50/50 collaboration with Topshop boss Sir Philip Green in October 2014, and debuted a new video promo on Thursday (31Mar16).
During her chat with Elle, Beyonce explained her aims for the collection and how she handles being the boss of a fashion company.
“It’s exciting, but having the power to make every final decision and being accountable for them is definitely a burden and a blessing," she admitted. "To me, power is making things happen without asking for permission. It’s affecting the way people perceive themselves and the world around them. It’s making people stand up with pride."
She picked the name Ivy Park to honour her four-year-old daughter Blue Ivy, and Beyonce is hoping her latest collection will help to encourage women to adopt a more positive body image, so children like her little girl have something to aspire to.
"We have to care about our bodies and what we put in them," she said. "Women have to take the time to focus on our mental health - take time for self, for the spiritual, without feeling guilty or selfish. The world will see you the way you see you, and treat you the way you treat yourself.
"I called it Ivy Park because a park is our commonality. We can all go there; we’re all welcomed. It’s anywhere we create for ourselves. For me, it’s the place that my drive comes from."
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