Beyoncé is enlisting the help of her three children—nine-year-old Blue Ivy Carter and four-year-old twins Rumi and Sir Carter—to celebrate the launch of Ivy Park Kids.
In a new campaign video showcasing the athleisure brand’s extension into children’s clothing, all three of Beyoncé’s children make blink-and-you-miss-’em cameos modeling pieces from the new collection alongside their mom. In one scene, Beyoncé poses with Rumi and Sir in coordinating royal-blue sweat suits. In another scene, Bey and Blue Ivy skip hand in hand while matching in lavender hoodies and cow-print leggings.
“The rodeo isn’t just for the grown ups. Introducing IVY PARK Kids #ivyparkrodeo #ivyparkkids,” a caption reads announcing the new launch.
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Beyoncé opens up about her decision to branch out into children’s clothing with Ivy Park in her new cover story for Harper’s BAZAAR‘s September issue.
“On our family vacations, we love to coordinate our outfits,” Beyoncé says. “My kids are usually on set with me for shoots, and we’d find ourselves putting them in extra-extra-smalls so we could match. So, it is a natural progression for IVY PARK to introduce a selection of key silhouettes in children’s sizing.”
The singer also reveals that the latest Ivy Park offerings were inspired by her Houston upbringing and the annual rodeo she would visit as a girl with her family.
“This collection is a mixture of my childhood growing up in Texas and a bit of American history. I grew up going to the Houston rodeo every year,” Beyoncé says. “It was this amazing diverse and multicultural experience where there was something for every member of the family, including great performances, Houston-style fried Snickers, and fried turkey legs. … Through time, these Black rodeos showcased incredible performers and helped us reclaim our place in western history and culture. We were inspired by the culture and swag of the Houston rodeo.”
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