H&M is proud to announce a new partnership for its summer campaign with global superstar Beyoncé. The entertainer, who kicks off her sold out Mrs. Carter Show World Tour on April 15, will appear in television and print ads featuring pieces from the H&M summer collection. The print and outdoor billboards introduce "Beyoncé as Mrs. Carter in H&M”, the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. The clothing will be available beginning May in H&M stores worldwide and online.
"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 Beyonce.
Beyonce has worked with the in-house design team at H&M to create the perfect pieces for the heat of summer. Included in the collection are also garments - among them a tie-dye bikini -25 percent of sales of which will be donated to H&M for Water. H&M's initiative with WaterAid has so far raised £2,650,000 since 2002.
The campaign images were shot in Nassau, Bahamas by photographer Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jones Akerlund is shot like a music vide. It will be available to view in online in its entirely, with edited versions for TV.
The campaign images were shot in Nassau, Bahamas by photographer Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jones Akerlund is shot like a music vide. It will be available to view in online in its entirely, with edited versions for TV.
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