Since it was announced, people have been dying over the launch of Beyoncé's highly anticipated womenswear athleisure line for Topshop, Ivy Park. The collection, which hit stores today, is the type of collaboration that people wait hours in line for, trample each other for — you get the picture.
My mouth dropped when I showed up for the launch of Ivy Park at Topshop's Soho location in New York. There was not a single person in line.
No camping out overnight, no eager shoppers. It was so quiet I could hear the birds chirping. All I saw were people walking their dogs and grabbing their morning coffees. Where was the Beyhive? I couldn't have been the only one who cared. Because Beyoncé.
The doors were set to open at 10 a.m.
Here was the scene an hour before the launch...
Thirty minutes before the launch...
Fiften minutes before the launch. Finally, a few dedicated members of the Beyhive did come out to play.
They were shocked by the low turnout too.
"I woke up and saw the hashtag and could see that London had crazy lines, so I felt like I had to rush to get down to the store," said one shopper, Krystal. "Why are people not here? It's Beyoncé. I don't understand."
"Everyone's into the athleisure look right now so I thought this was going to be down the block," said another shopped named Emily. "I'm so surprised."
They were shocked but also excited because they didn't need to fight each other over the Ivy Park bodysuit (that they all wanted, and so did everyone else on the internet). By the time I left the store, only two of those bad boys were left.
When the doors opened, I was expecting a mad dash. Nope. It was very calm.
Don't get me wrong, people did show up. It just wasn't the massive crowd everyone expected.
Cornelous Danzey, Topshop's creative brand manager, was shocked too. His team has been prepping for this day for over a year now. "I was thinking people would be lined up down the block," he said. "I follow Beyoncé on Instagram and everyone's raving about Ivy Park."
But he's sure the crowd will pick up over the weekend. "I think we made it apparent that Ivy Park is now a part of Topshop's brand. It's not just a one-week collaboration that's going to sell out and disappear — this is going to be with us continually throughout the season," he said. "The clothing in other store collaborations are very theatrical, but this line is more wearable. It's all about comfort and it's not about show."
A Topshop employee in the Soho location got word from her friend who is a manager at the Fifth Avenue location that hardly anyone showed up for the launch there either.
"It's different from other Topshop collaborations like the the Kendall + Kylie collection that was only here for a month. This is going to be here forever. I think people are assuming it's expensive and it's really not," she said.
Danzey also assured that shoppers have nothing to worry about if pieces do sell out, because Topshop will be restocking the collection every two weeks.
So if you didn't make it out of bed this morning to support Bey, don't even stress it. You have time to shop the collection for as long as you want.
Follow Marie Claire on Instagram for the latest celeb news, pretty pics, funny stuff, and an insider POV.
-
One of King Charles’ Siblings Was Adamant That Prince Harry and Meghan Markle Be Evicted from Frogmore CottageMeanwhile, another sibling was “uneasy” about the decision.
-
Despite the Royal Family’s Disdain for Princess Diana When She Was Alive, It Regularly Pushed Both Kate Middleton and Meghan Markle to Dress Like Her, New Book Claims
“During the past 13 years, Diana cosplay has become a royal staple.”
-
King Charles Employs 28 Personal Household Staff Members That Have to Do Some Really Weird Job Duties
Talk about “other duties as assigned.”
-
Tina Knowles Goes Full Mama Lion on Beyoncé Trolls: “I’m Sick of You Losers”
Celebrities flooded Knowles’ Instagram comments with support after she stood up for her eldest daughter.
-
Here’s What Songs Made the Cut for Beyoncé’s ‘Renaissance’ Concert Film—and Which Ones Didn’t
The Renaissance World Tour spanned three hours, and the entire show didn’t make the movie.
-
Blue Ivy Carter, 11, Refused to Quit Performing After Reading Hateful Comments About Herself Online—and Instead Buckled Down and Worked Harder
Beyoncé, reluctant to let her daughter dance onstage at all for the Renaissance World Tour, was “thrilled” at her daughter’s resilience.
-
Beyoncé Can Get “Really Mean” During Costume Changes During Her Concerts, Mom Tina Knowles Says
“We’d laugh because she used to do ‘Flaws and All.’ She would say, ‘I’m a b— in the morning,’ and I’ll be like, ‘And the evening, too!’”
-
Jay-Z Reveals that He and Beyoncé Were Originally Going to Name Daughter Blue Ivy Something Totally Different
Nothing better than a proud dad.
-
For Her Next Tour, Beyoncé Will Have Three Generations of Women in Her Family Onstage with Her—If Blue Ivy Carter Has Her Way
Blue Ivy was already a fixture onstage at the Renaissance World Tour.
-
Beyoncé Showed Up to Support Taylor Swift at 'The Eras Tour' Movie Premiere
Women supporting women :)
-
Tina Knowles Praises Both Her Daughter Beyoncé and Taylor Swift on Their Tour Successes: “To [Be] Able to Stimulate the Economy is No Small Feat”
Two words—Renaissance and Eras—have defined the summer musically.
