Having ventured into the world of fashion with label House of Dereon, Beyoncé's creative juices are flowing again. As with her 2013 self-titled album, the megastar has unveiled another labour of love without warning.
The wife of Jay Z announced the launch of a new fitness brand, Ivy Park as a partnership with Topshop boss Sir Philip Green. The name of her new venture pays tribute to daughter Blue Ivy.
"Sir Philip has created some amazing collaborations but I wanted a partnership and a stand-alone brand," the Drunk in Love singer said. "When I'm working and rehearsing, I live in my workout clothes but I didn't feel there was an athletic brand that spoke to me.
She added:"My goal with Ivy Park is to push the boundaries of athletic wear, and to support and inspire women who understand that beauty is more than your physical appearance."
And who needs a model to promote the product when your famous curves do all the talking. The 34-year-old shared a snap of herself wearing a black and white swimsuit emblazoned with the brand's logo on her Instagram page.
Queen B first hinted that she was working with the fashion mogul in November 2014, when she was pictured alongside Green and Cara Delevingne, the current face of the high street favourite at the New York opening of the Topshop / Topman flagship at Grand Central Terminal.
Fans can get their hands on the S/S 16 collection, which features over 200 pieces of sportswear from April 14.