When Beyoncé dropped her seventh studio album, “Renaissance,” last summer, the Beyhive began saving up their coins for what they knew was an imminent tour announcement. However, while the Hive applied foresight to their finances, it seems as though Beyoncé and Adidas may not have when it came to timing the latest Ivy Park release, Park Trail, which dropped this week online and in select stores, retailing between $30 and $500.
A 40-date worldwide tour with ticket prices skyrocketing well above $800 in an already inflated economy — where the price of eggs is causing some to consider taking up chicken farming — isn’t boding so well for Ivy Park. According to the Wall Street Journal, sales are down by 50 percent for the athleisure collaboration. In 2021, Ivy Park reportedly grossed $93 million; in 2022, the line grossed roughly $40 million.
Trouble didn’t just start with the label’s latest drop. In 2021, sales for the collaboration with Adidas fell by more than half of the German legacy sportswear brand’s projections of $250 million. It’s only been a few days since the release of Park Trail, so it may be too early to tell how well this latest collection is truly faring, even though previous drops have sold out in less time. The way consumers are adapting to inflation has continued to mystify retailers, and, as the prices of “Renaissance” tour tickets continue to rise, some members of the Beyhive may eventually elect to buy her new duds instead of dipping too far into the egg budget.
Beyoncé’s Ivy Park isn’t the only collaboration we discuss in this week’s Style Guide; in fact, her husband just announced a new partnership with Moncler and Mercedes-Benz. We also look at a few of the latest magazine covers to feature Black faces, a new Black Beauty Box, the Museum at FIT’s latest exhibition, “Fresh, Fly, and Fabulous: Fifty Years of Hip Hop Style,” and more.
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