Beyonce’s Ivy Park Is Now the Most Popular Brand on Instagram

Still on Instagram, cake by the pound!

Beyonce’s new Ivy Park athleisure line, which was announced two weeks ago and became available today, is now the most popular brand on Instagram according to Mashable. Using data from Instagram marketing platform Dash Hudson, the tech site reported that the clothing line’s account, @weareivypark, has an average engagement rate (or audience interaction on Instagram) of 22.91 percent, compared to most brands — including Rihanna’s Puma by Rihanna page, which has a mere 1 percent.

"We've never seen this before and it's a unique moment in time," Thomas Rankin, CEO of Dash Hudson, told Mashable. "We haven't seen this kind of engagement in the past from any other brand."

Ivy Park’s rate is seven times higher than Brandy Melville (at 3.4 percent) and Rolex (which boasts a 3.39 percentage) and VS Pink (who comes in at 3.1 percent). Bey’s brand, which has 137,000 Instagram followers and counting, has also helped bump Topshop’s Instagram presence by 50 percent on posts that involve the 34-year-old “Formation” singer’s line. Beyonce teamed up with Sir Philip Green, Topshop’s chairman, on the 228-piece collection. Topshop also sells the line on its site and in stores.

The Bey effect trickled down to the rest of the world wide web and IRL too. Superfans in London lined up overnight for a chance to snatch up one of the collection's 228 pieces, the Daily Mail reported. Metro UK also said that the collection caused Topshop.com to crash.

Sign up now for the Us Weekly newsletter to get breaking celebrity news, hot pics and more delivered straight to your inbox!

Want stories like these delivered straight to your phone? Download the Us Weekly iPhone app now!