(TIML NEWS) Beyonce has proven that she knows exactly when and how to boost a business move into an even bigger cultural moment. Right on the heels of releasing her beloved Homecoming documentary on Netflix and a live album of the extensive Coachella set (as well as finally adding her Lemonade visual album to streaming services), Bey has catapulted the next phase of her sartorial expertise in a special way. At the top of April, we learned of her exciting Ivy Park relaunch collaboration with Adidas.
On Thursday (April 25), she shared that a Coachella 2019 event with Grambling State University’s marching band and dancers was actually a teaser of what’s to come with the athleisure line. During Coachella weekend, the school turned a private yellow enclave in Indio, Calif. into a hub of all-black-everything culture and excellence. The short fashion film, dubbed Homecoming Weekend, was a mashup of Bey’s glorification and celebration of HBCU culture and a taste of the energy of the fashion-forward Adidas extension.