Intro for April 1, 2016
You didn’t think I’d be opening the blog today with anyone other than Beyoncé, did you? It’s my husband’s birthday, and I’m STILL opening on Beyoncé.
Because while we were all waiting for this album to drop, yesterday Beyoncé decided to give us Ivy Park. Which basically means she’s getting paid on top of getting paid. Ivy Park is a collaboration with Topshop that isn’t just a collaboration with Topshop. Two years ago when the partnership was first announced, Philip Green, the owner of Topshop, explained it like this:
“This is not a collaboration. This is about building a brand and building a business—a separate, proper business, with separate overhead and a separate office.”
So, basically, Topshop gave her the money for Ivy Park…and she’s just letting them sell it at their stores because, you’ll note, it’s not Topshop.com that’s featuring Ivy Park, it’s Beyonce.com. And at Beyonce.com, all you see is Beyoncé and her dancers in Ivy Park – no mention at all of Topshop. In that promo video for Ivy Park, Topshop comes up only as at “available at”, but not even as a standalone. They share that card with Nordstrom and Zalando.
But we are still waiting on that album. Today, tomorrow, all weekend. Keep your phone close. Don’t get on a long flight if you don’t have to. And if you’re getting ready to send me an email or a tweet all like, pfffft, you don’t care, she’s no big deal, just know that Lululemon tried to pull some similar sh-t yesterday and got told. The BeyHive is cranked right now.
Yours in gossip,