Back in January while Beyonce was on vacation, images of her photo shoot with H & M leaked online however a statement was not made until now. The campaigns was shot in Nassau in the Bahamas by photographers Inez van
Lamsweerde and Vinoodh Matadin, while the commercial was directed by
Jonas Åkerlund.
H & M has officially announced their collaboration with Beyonce today. She will appear in television & print ad campaigns from the summer collection. The billboards will introduce Beyonce as "Mrs. Carter in H&M”. The idea is to show women can be all things such as: strong, vulnerable, sensual, maternal, fun and flirtatious.
Beyonce will be wearing key pieces from the collection in the ad campaigns which hits H & M stores & worldwide in May. For more information go to www.hm.com. What do you think about the collaboration between Beyonce and H & M.
“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.”- Beyoncé
In the campaign Beyoncé is wearing the key pieces from H&M you need
for life in the sun this summer. There’s the perfect bodycon dress, as well as
a flowing sun dress that makes a real statement. And of course there are
the bikinis, especially the fringed bikini. What makes these pieces
even more special is that Beyoncé herself had input in the designs, and
they are full of her own personal style.” - Ann-Sofie Johansson, Head of
Design at H&M
Credit: H & M
