Thursday, March 21, 2013

Beyonce for H&M's 2013 Summer Campaign

If you’re wondering why Bey is lounging on a collapsable chair in the Bahamas wearing head-to-toe H&M it’s because she’s the face of the brand’s “Beyoncé as Mrs. Carter in H&M” summer campaign. According to H&M, it’s the idea that “all women can be all things: strong, vulnerable, sensual, maternal, fun, and flirtatious.” The campaign will coincide with her sold out summer tour that begins April 15th.

“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. Mark your calendars for May—this one is going to sell out real quick.—RAY SIEGEL

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