Beyonce for H&M Summer Campaign
H&M has announced that Beyonce will be collaborating for their Summer 2013 campaign. Hotpants and high-waists for all? I like.
Shots for the campaign were taken in Nassau, Bahamas (Beyonce forgot to buy my ticket, it's okay girl!) by photographers Inez van Lamsweerde and Vinoodh Matadin. The headline concept is "Beyonce as Mrs. Carter in H&M" which, the label notes, underlines "the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious".
"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" explains Beyonce. "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial."
Of the pieces featured, Ann-Sofie Johansson, H&M's Head of Design, says "There's the perfect bodycon dress, as well as a flowind sun dress that makes a real statement. And of course there are bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyonce herself had input into the design, and they are full of her own personal style."
Look out also for the TV commercial, which was shot by Jonas Akerlund and features a new song, Standing On The Sun, by the lady herself.
I want all parts of this.
Source: Elle UK