Beyonce took official time off from her sportswear brand Ivy Park after giving birth but has returned to work with full force as she shows off her SS18 campaign which features the best of British including British-Nigerian athlete Risqat Fabunmi-Alade, popularly known as Fabby.
Beyonce shot her latest Ivy Park video campaign at South London’s iconic Crystal Palace Sports Centre, featuring a diverse cast including the singer IAMDDB, the Ascension Eagles troupeand a host of up and coming athletes, one of whom, Risqat Fabunmi-Alade is on her way to becoming a track star of the future.
The young runner, whom everyone calls Fabby, specialises in 60m 100m and 200m sprints and her goal for 2018 is to make it into team GB. In the Ivy Park video we see her lifting weights and limbering up to run. Speaking on her love of sports, she says, “It’s really cathartic it keeps me sane and happy.I always need something to strive for.”
The Ivy Park campaign will bring her to the attention of a huge global audience and she wants to use that profile to encourage more women and girls into sport. “I want to be a positive influence on people wherever I can be.”
Fabby also talks on the unfair assumption that sportswomen should not make their looks a priority.
“Women are often criticised about the way they look. In my sport, people say you should spend less time making yourself look pretty and more time on the track training but why can’t you do both? Why can’t you make yourself look how you want to look and also kill it in whatever your field is?”
She mentions American sprinter Natasha Hamilton as a good example of someone who won’t compromise on any count. “She’s quite glam in athletics and I’m quite a glam girl as well,” she says. Fabby believes there’s more than one way to be sporty and there’s more than one way to be glamorous. The important thing is to get involved and enjoy it.
Beyonce is known for plucking people from various fields and shining a light on their talent whilst pushing her projects at the same time.
She is constantly supporting and uplifting athletes, designers and creators and we have no doubt that this feature will raise Fabby’s profile and give much needed attention to the new generation of sportsmen/women coming out of the UK.