On Tuesday, Beyonce dropped a line of streetwear-inspired pieces that’s a nod to her dedicated fanbase aptly self-dubbed, the “Beyhive.” She built up anticipation for the launch on her store’s Twitter account with a Schneemann-esque technicolor video debuting the apparel, and she released a few model shoots on the same account more recently.
The line features everyday clothing like t-shirts and hoodies as well as athleisure wear like bodysuits and biking shorts (because Beyonce can). Though there’s nothing especially glamorous or avant-garde, some items stand out for their eccentricity. As a shout-out to “India Hive,” there’s a shirt with a graphic of her performing at an Indian billionaire’s daughter’s wedding with “Beehive” written in Devanagari script. Most of the apparel comes in black, printed with edgy graphics or minimalist logos — take, for example, a pair of crew socks stamped with “Beyhive” or the sleek black mesh bodysuit designed for only die-hard Queen Bey fans. Prices vary from $15 for the socks to $80 for a hoodie.
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Some of her fans may remember the singer’s Ivy Park clothing line, a joint venture in 2016 between Beyonce and London-based fashion retailer Topshop. Since 2018, Beyonce became the sole owner of Ivy Park after cutting ties with her co-founder following sexual harassment allegations. In April, it was announced that Ivy Park will be partnering with Adidas to sell performance and lifestyle products. According to Wikipedia, shares for the athletic company rose 1.3% following the release.
Beyhive plumps up Beyonce’s already impressive entrepreneurial resume. Also in April, Beyonce released Homecoming, her own Netflix documentary, paired with a separate music album, both of which won high praise from critics. Since 2008, she has owned her own New York-based production company, Parkwood Entertainment, which operates across the music mogul’s plethora of brands in music, movies, and fashion.
With her new Beyhive brand and upcoming Adidas partnership, Beyonce continues to expand her queendom into new enterprises — a smart example of diversification that any entrepreneur can learn from.