Sportswear brand ADIDAS and Beyonce‘s IVY PARK presented their new collaborative collection titled IVYTOPIA, with a campaign starring top model Harvey Newton-Haydon. The collection features inclusive and gender-neutral sizing in ready to wear styles, performance gear, footwear, and accessories. It merges futuristic details and shapes with natural and organic elements, and it explores the brand’s love of athleticism and fashion.
“This cinematic campaign focuses on the universal idea of being separated from the outside world in isolation – 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 escape to IVYTOPIA, whether that’s 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 our 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 an exploration into our own possibilities. This campaign is illustrated through enhanced lighting, bold yet stark production design and elevated styling. IVY PARK utilizes this futuristic yet surreal narrative to affirm the fact that through optimism and imagination, we can create our own IVYTOPIA.” – from adidas
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