Singer Beyonce’s Ivy Park clothing line has become the the most popular brand on Instagram.
According to tech site Mashable, the clothing line, which was announced two weeks ago and became available on April 14, has an average engagement rate (or audience interaction on Instagram) of 22.91 percent, reported Us magazine.
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).
The 34-year-old popstar’s brand, which has 137,000 Instagram followers and counting, has also helped increase Topshop’s Instagram presence by 50 percent on posts that involve her line.
Beyonce teamed up with Philip Green, Topshop’s chairman, on the 228-piece collection. Topshop also sells the line on their site and in stores.