For most mortals, baby announcements take the shape of a few phone calls to close family and friends and a Facebook announcement at 12 weeks (or so). But if you're Beyoncé and Jay Z, music power couple extraordinaire and jedi masters of PR spin, you're announcement is a carefully planned publicity moment. This morning the world woke up to the news - announced to Bey's 92.6 million Instagram followers - that Mr and Mrs Carter were pregnant with twins! Naturally, the post came with a staged shoot of Beyoncé in her knickers and veil, clutching her already-sizeable bump proudly in front of an elaborate flower arch.
“We would like to share our love and happiness,” read the caption. “We have been blessed two times over. We are incredibly grateful that our family will be growing by two, and we thank you for your well wishes. - The Carters.” And that, friends, is how you do a celebrity baby announcement.
Of course, the Carters weren’t content to let the publicity rest there. It should come as no surprise to any card-carrying Lemonade fan that Beyoncé also chose to debut the new Ivy Park campaign for S/S ’17 on THE SAME DAY. No, no coincidence at all!
Congrats to the Carters and Blue Ivy – we wonder what conspiracy theories about the (rumoured) Illuminati couple will surface this time? From fake baby stomachs to secret children… let's just say we’re ready for more bats**t crazy gossip, world.