Monday, 15 April 2013


It seems Beyoncé's star power is just rising and rising, with her AMAZING perfromance at the Superbowl, her advert for Pepsi showing off all of dance skills from past and present, and now this: starring in H&M's new campaign.
The singer stars in the Swedish retailer's new campaign modelling her super toned body, and a series of bikinis and beachwear inspired by her individual style. A rep for the brand stated that she gave "personal input on the pieces seen in the campaign" - nice to see she's had an input in the collection, and not just modelling for the sake of it. The summer campaign also features a bikini from the H&M for Water collection, which raises money for WaterAid.

The photos which see Queen Bey reclining on beach sun lounger and posing in swimwear by the sea were shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas. The are titled: "Beyoncé as Mrs Carter in H&M" - referring to the name of her upcoming world tour. What a coincidence.

"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 print adverts will launch alongside an accompanying TV ad, featuring Beyoncé's new 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."

Lots of love, Anna x


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