Beyonce is shining the spotlight on student figure skaters from Harlem, New York in a new advertisement for her latest Ivy Park clothing collection.
The Formation superstar has recruited young women from the Figure Skating in Harlem non-profit organisation to model items from her Spring 2018 athleisure line, in an effort to highlight the benefits of the after-school programme, in which girls of colour are encouraged to strive for academic achievement and sporting discipline through skating.
“We believe that, given access to artistic sports like figure skating, girls will soar in all areas of their lives and be better equipped to accomplish their dreams,” Sharon Cohen, group founder and CEO, explains to Vogue.com.
“Beyonce is a fierce, authentically powerful woman of colour,” Cohen continues. “She inspires young women and girls globally who look just like her to do the exact same – to be fearless, free, and proud of themselves.”
The partnership with Beyonce’s sportswear firm was such a dream come true for her students, Cohen reveals they were “in shock and over-the-top excited” at the opportunity.
“They idolise her, and she sees them,” Cohen adds.
The 60-second promo, released online on Wednesday (18Apr18), features the girls practising their moves on the ice, all while wearing Ivy Park-branded sweatshirts, coats, leggings, and socks, as the students express their passion for the sport in voiceovers.
Beyonce, who made her live performance comeback at California’s Coachella festival on Saturday (14Apr18) after becoming a mother-of-three last year (17), launched Ivy Park in collaboration with bosses at popular British retailer Topshop in early 2016.
The singer starred in previous ads for the line, while Black-ish actress Yara Shahidi and Orange is the New Black star Laverne Cox have also served as faces for the company in more recent shoots.
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