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BEYONCÉ KNOWLES confirms partnership with H&M for summer!
The singer stars in the Swedish retailer’s new campaign, modeling pieces inspired by her individual style. The singer also gave “personal input on the pieces seen in the campaign”, confirmed a representative for the brand.
The print and billboard images - which see her reclining on beach sun lounger and posing in swimwear by the sea - were shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas earlier this year. The adverts will introduce the star: “Beyoncé as Mrs Carter in H&M” - tying in with the name of her upcoming world tour.
“I’ve always liked H&M’s focus on fun affordable fashion. I really loved the concept we collaborated on to explore the different emotions of women represented by the four elements - fire, water, earth and wind,” said Knowles. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
The summer campaign features swimwear and beachwear pieces - including a bikini from the H&M for Water collection, which raises money for Water Aid. The print adverts will launch alongside an accompanying television commercial - featuring a new Beyoncé song, standing On The Sun.
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” said Donald Schneider, H&M’s creative director. “It was amazing to watch her on the shoot make it all look effortless - a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer.”
Source: Read More @ VOGUE.COM
My thoughts…
This comes at the perfect time, Spring has just began and as we wait patiently for thee next musical installment from King Beyoncé, this is enticing enough for her fans to know that this year is truly hers. Not to mention, I used to really LOVE H&M clothing I haven’t been to that store in ages as I am more of an online and department store shopper these days (Neiman Marcus/Saks 5th) etc. but there is always a place in my heart for H&M since I once worked there! LOL Best summer/winter before moving to L.A! Haha
Anyway check out her sneak peek editorial ad! She looks great, and as usual a real motivation for me on my continuous journey towards my ultimate fitness!
What are your thoughts?
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