Beyoncé Collaborates With H&M

Posted by: on Mar 21, 2013 | No Comments

Can this year get any bigger for Queen B? Following recent big stars collaborating with Swedish fashion chain H&M, it’s been confirmed Beyoncé is the next superstar to partner with them.

Speculation that Beyoncé would be unveiled as the new face of H&M began in January, after one of her dancers leaked the news via Twitter.  The image had Bey at a Bahamas shoot inciting rumours that she might become the face of the Summer 2013 campaign. She was shot by photographers Inez van Lamsweerde and Vinoodh Matadin and the theme behind the partnership is ‘Beyoncé as Mrs Carter in H&M’ which gently nods towards her world tour.

‘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,’ said Beyoncé. ‘It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.’

The summer campaign features beach and swimwear, with the print adverts released alongside a TV commercial with a new song by Beyoncé, Standing On The Sun.

‘H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” Donald Schneider, H&M’s creative director told Vogue. “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.’

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