In a March 22 newsletter, H&M informed subscribers that the Swedish retailer has tapped singer Beyoncé to heat up its summer campaign. The recording artist will wear pieces from the H&M collection inspired by her style and featured on print ads, commercials and billboards.
Snapped by Inez & Vinoodh and directed by Jonas Åkerlund, the campaign shows Beyoncé lounging in Bahamas donning printed shorts, silk blouse, high heels and metallic bangles. Although casually chic, the clothes highlights the singer's sexy self. The clothes flaunts her contours and the blouse reveals her cleavage. The flowers add the perfect beachy touch to the attire.
“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.
WWD quotes Ann-Sofie Johansson, head of design at H&M, who says the collection is “full of her own personal style,” and includes body-con dresses, beach gowns, high-waist shorts and tie-dye bikini – 25 percent of sales of which will be donated to H&M for Water.
To see Beyonce's look for H&M and her other exclusive looks, click the SLIDESHOW link.
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