Scores of Beyonce fans queued from first light to be the first to snap up the superstar’s new range of sportswear.
Stands in Topshop’s flagship store in Oxford Street, central London, were surrounded by frenzied shoppers scrambling over the much-hyped Ivy Park collection.
And it wasn’t just single ladies eager to snap up Queen Bey’s Ivy Park range, with several men also keen to grab some of the red hot designer gear.
Mannequins were dressed in crop tops and leotards from the much anticipated Ivy Park range with many pieces appearing just as suitable for the bedroom as for the gym.
Beyonce’s hits including Single Ladies, Crazy In Love and Sweet Dreams blasted through the speakers, adding to the atmosphere.
Topshop owner Sir Philip Green was present for the launch.
When asked what he liked about working with Beyonce, Sir Philip Green said: “She’s a professional. She’s great at what she does.”
Pointing to a stunning black and white photo of the singer in a leotard, he added: “Look at her, she looks great.”
When asked how he thought the range was going he said: “It’s day one. Let’s see.”
A dance troupe clad in shocking blue lycra entertained shoppers while staff kept with the healthy living feel of the active way by handing out fresh juice and water with lemon.
Security guards watched to ensure the scramble didn’t get out of hand.
Shoppers were keen to show-off their new buys outside the store, almost all branded with the Ivy Park label.
Becky Lavelle, 28, from Stratford-upon-Avon, Warwickshire, said: “I just love Beyonce.
“I love the way she has brought out a range that is not just for stick thin people.”
The retail worker said the active emphasis on the range would also make it popular.
Ms Lavelle said: “I love looking good at the gym. I definitely run faster if I’m in nice gym clothes.”
Ollie Mead, 32, who also works in retail, stressed the gear wasn’t just for girls.
He said: “There’s a lot of unisex clothes down there.
“The hoodies, anybody could wear. It’s not just for girls.”
Mr Mead, of Finsbury Park, north London, had bought a sporty headband along with other purchases.
He added: “I love Beyonce. I love how she is all about men’s rights and I love how beautiful she is.
“I’m seeing her in June.”
A woman of good judgement when it comes to fashion, lawyer Philippa Gould, 28, from London, said: “I love Topshop. I’ve spend just under £100 on the range today.”
Ms Gould confessed she was a Beyonce fan and has tickets for a concert this summer, but she said she loved the range with or without Queen Bey’s mark of approval.
Ms Gould said: “I’m a big Topshop fan so I probably would have bought these clothes even if it wasn’t Beyonce’s range.
“I think it’s good stuff and the price is on the mark as well.”
James Glover, 23, from Islington, north London, was also a Beyonce fan.
Mr Glover, who works in production, said: “I love Beyonce. I think the fact that Beyonce is backing it is a major drawing point.
“Obviously a lot of the active wear is for women, because it fits to a woman’s body.
“However, if you’re into festivals or wearing loose clothes in the summer, there are definitely clothes for guys in there.”
Isioma Daniel, 35, an account manager from Ealing Common, west London, loved the way the range flattered a more athletic figure.
Ms Daniel said: “I came here this morning to get some sports gear because I tried to go online but the website wasn’t working.
“I came here just to get a headband but ended up buying some other things.
“I loved her [Beyonce’s] campaign for this range. It’s great to see models who have more athletic figures.”
But Ms Daniel seemed to think the clothes were too nice to ruin with sweat in the gym.
Laughing, she said: “I don’t think anybody is going to be wearing these for the gym.”
Showing off her new leotard, she added: “I think I will more wear this casually – with a skirt of course.”
Beyonce’s new clothing range was first announced back in 2014 and is available through retailers including Topshop, Selfridges, JD Sports, Net a Porter and Nordstrom.com.
There aree 200 different pieces to choose from and it’s being described as ‘athleisure’ clothing – with items including branded sweat bands, leggings, T-shirts and crop tops.
The brand’s name is a nod to Beyonce’s daughter Blue Ivy and her favourite number – IV – the number four in Roman numerals which marks Bey’s birthday, her husband Jay Z’s birthday and their wedding anniversary. The park represents the open spaces that are used for both sport and leisure.
In an interview ahead of the range’s release, Beyonce said: “When I’m working and rehearsing I live in my work out clothes, but I didn’t feel there was an athletic brand that spoke to me.
“My goal with Ivy Park is to push the boundaries of athletic wear to support and inspire women who understand that beauty is more than your physical appearance.
“True beauty is in the health of our minds, hearts and bodies. I know that when I feel physically strong, I am mentally strong and I wanted to create a brand that made other women feel the same way.”