This year Beyoncé is the face of the H&M Summer Collection! "Beyoncé as Mrs. Carter in H&M" is a collection that is inspired by the four elements - earth, wind, fire and water and represents the idea that women can vulnerable, sensual, fun and strong.
"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.
The Summer collection contains beachwear such as a sun dress or a bodycon dress, as well as swimwear. The fringed bikini is said the be the master piece of the whole collection. Beyoncé herself has had a lot of input into the desgin of the pieces, it's a reflection of her own style.
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. 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,” says Donald Schneider, Creative Director, H&M.
Looking forward to see Beyonce shine as Mrs. Carter at H&M!
What about you?