Welcome to Beyoncé’s rodeo.
Beyoncé loves a good theme. From her thoughtfully curated music performances and the intricate ensembles that go along with them, the mega star knows how to create a good storyline. The Lemonade era gave us peak Southern gothic while Black Is King centered on the idea of monarchy. Now, for her fifth highly coveted Ivy Park drop with Adidas, the singer is paying homage to her Houston roots by highlighting one of Texas’s most beloved pastimes: the rodeo.
In the new campaign celebrating the launch, the star brought Black cowboy culture center stage with a ranch-themed shoot—complete with hay bail. Beyoncé personally picked more than a handful of prominent faces to model the new pieces, including emerging rapper Monaleo (who also calls the state home), model Paloma Elsesser, and singer Snoh Aalegra. But if you ask the members of the star-studded cast, being recruited to participate was nothing but an honor.
“To be recognized and handpicked by one of the greatest artists of all time is just very humbling and extremely flattering,” Aalegra tells. “I love [Beyonce’s] vision, her creative mind, and what she brings to the game. The way she layers deeper purpose in the choices she makes is something rare that I value a lot. I know this collection means a lot, as it ties back to her childhood growing up in Houston and going to the rodeo every year, describing it as a diverse and multicultural experience. For her to include me, as an Iranian woman in this campaign, was really cool.”
The collection itself draws inspiration Beyonce’s youthful memories of going to the rodeo with her mother Tina Knowles-Lawson and sister Solange. “My girls’ childhood consisted of every year going to the rodeo, dressing in full cowgirl regalia, and eating all the great foods, like giant turkey legs, fried Snickers, and cotton candy,” she explains about the fanfare. “It was our circus. Carnival rides every night, and then, of course, the actual cow roping, trick horse riding (my favorite), culminating with a concert of the biggest artist at the time,” Knowles-Lawson continues, adding that the iconic Selena Quintanilla was one of their favorites.
Designed with lavender and brown cow prints, fringe, and great denim, the collection features more fashion-driven pieces in addition to its activewear offerings. The jeans included are made from rigid denim, with no stretch, to resemble traditional cowboy styles. “I love denim that has body,” Beyoncé’s mom divulges on the decision. “Adding the Adidas stripes is giving it a cool, new modern twist.”
If you’re ready to invite the new pieces into your wardrobe, they will be available in stores and online on Thursday, August 19. To get a feel for which items you’ll be adding to cart, head over to the brand’s Instagram page for an overview.