#FASHION: BEYONCÉ IN H&M 2013 SUMMER COLLECTION
Not only will she be inundating our airwaves, the Multimedia domination of Beyoncé this Summer will be heightened with a forthcoming Campaign for affordable Fashion Giant H&M! Clues were leaked earlier this year when she was spotted in Bahamas shooting a Campaign for the Collection, but at long last we now get a formal confirmation. The Campaign will be timed with her forthcoming World Tour and feature her has Beyoncé as Mrs. Carter in H&M.
True – Queen B will be the new face of H&M, but make no mistake – she’s not just a pretty face. The Megastar had a hand in designing the new Summer Collection which includes Sun Dresses, Bikinis and a buzzed Bodycon Dress. 25% of proceeds from a Tie-Dye Bikini will be going to the Water Aid Fund.
In a Press Release today, Beyoncé says “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.”.
Photos were shot by Inez van Lamsweerde and Vinoodh Matadin and the Commercial which will be accompanies by a new Track Standing on the Sun, was directed by Jonas Åkerlund.
Pieces from the Collection will be in-stores and online May 2013.
(Photo credit: H&M/Inez van Lamsweerde and Vinoodh Matadin)