H&M is proud to announce
a new partnership for its summer campaign with global superstar
Beyoncé. The entertainer, who kicks off her sold out Mrs. Carter
Show World Tour on April 15, will appear in television and print ads
featuring pieces from the H&M summer collection. The print and
outdoor billboards introduce "Beyoncé as Mrs. Carter in H&M”,
the idea that all women can be all things: strong, vulnerable,
sensual, maternal, fun, flirtatious. The clothing will be
available beginning May in H&M stores worldwide and online.
“I’ve always
liked H&M’s focus on fun and 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. It was a beautiful shoot
on a tropical island. It felt more like making a video
than a commercial,” says Beyoncé.
The campaign images
were shot in Nassau in the Bahamas by photographers Inez van
Lamsweerde and Vinoodh Matadin.
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