Beyoncé had not, before today, officially announced her new album. And… she still hasn’t. For those still willing to carry on, however, she just dropped more hints of — and seemingly actual clips of — new music. For what Beyoncé has announced is a new activewear fashion line called IVY PARK — that’ll be available on April 14 that’ll be available at Net-a-Porter, Topshop and Nordstrom — and the brand’s new website, as USA Today notes, seems to contain bits and pieces of music from the likely-to-be-upcoming album. So if you consider yourself an active eeyoncé fan, this should be perfect.
However, if you’re just a person who Beyoncé’s music and maybe doesn’t wish to be bombarded by well made advertisements for comfortable onesies (and other-sies) in order to hear it, you’ll find yourself in a bit of a pickle: Beyoncé’s new product, and the seeming teasers of new tracks, appear for now be intertwined.
On reaching the website, you’re instructed to turn the sound up — and can then hold to scroll through assorted tracks: The first bits are remixed fragments of “Formation,” but there’s some seemingly new material, too, which plays over black and white footage of Beyoncé and others modeling her new activewear. A separate video was released on YouTube, in which Beyoncé weaves metaphors about parks and giving birth to both Blue Ivy and giving birth to activewear:
The musician also shared the announcement on Instagram:
Elle also released their upcoming Beyoncé cover, teasing an article in which she’ll elaborate on the IVY PARK brand: