Beyoncé for ELLE Magazine
Courtesy of ELLE.com
In this worldwide ELLE exclusive, Beyoncé gives a rare in-depth interview, in which she speaks candidly about how the first Destiny's Child album helped her discover she had real power, why she approached Topshop to be her 50-50 partner in Ivy Park, the true meaning of feminism, what she wants to accomplish next, her "Formation" message, and much more.
January 23 was a normal day for Beyoncé.
1. Showcase new athleisure line, Ivy Park 2. Plot launch of new music label
3. Prepare to dominate Super Bowl 50
4. Polish off top secret "Formation" video
5. Gear up for all-stadium world tour
When "Run the world" is your business plan, your day starts early.
At exactly 5 a.m., Beyoncé Giselle Knowles-Carter arrives at Mimoda, a spare, mirror-walled, bare-floored dance studio in central Los Angeles that echoes the image she is here to disseminate: that of an athlete, suited up in a white jersey with a white mesh jacket, stripped of accessories and even shoes, hair teased into a corona of Flashdance curls. A woman who is here to work. Surrounded by a trio of dancers who've been backing her up for years, she rehearses, for the benefit of the camera, a slo-mo version of dance sequences that we later learn are part of "Formation." In other shots, she stands alone, still and commanding, staring straight into the camera—without so much as an accidental blink. The atmosphere is relaxed, upbeat, as she and the dancers joke and laugh. But make no mistake: This is a tightly managed operation.
Let's start with Ivy Park. How long has that been in the works?
I've been shopping at Topshop for probably 10 years now. It's one of the only places where I can actually shop by myself. It makes me feel like a teenager. Whenever I was in London, it was like a ritual for me—I'd put my hat down low and have a good time getting lost in clothes. I think having a child and growing older made me get more into health and fitness. I realized that there wasn't really an athletic brand for women like myself or my dancers or friends. Nothing aspirational for girls like my daughter. I thought of Ivy Park as an idyllic place for women like us. I reached out to Topshop and met with Sir Philip Green [chief executive of its parent company, Arcadia]. I think he was originally thinking I wanted to do an endorsement deal like they'd done with other celebrities, but I wanted a joint venture. I presented him with the idea, the mission statement, the purpose, the marketing strategy—all in the first meeting. I think he was pretty blown away, and he agreed to the 50-50 partnership.
