So in case you didn't know by now, Beyoncé has teamed up with H&M for their summer collection. And as much as I love her and H&M, I really don't see this as a believable collaboration. Honestly I can't picture Beyoncé shopping at the affordable retail store or any store in the mall for that matter. But she does look great in the brand's first ad. The print and billboard images were shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas earlier this year. The ads will introduce the star: "Beyoncé as Mrs Carter in H&M" - tying in with the name of her upcoming world tour. Modelling pieces inspired by her individual style, the summer campaign features swimwear and beachwear pieces - including a bikini from the H&M for Water collection. The print ads will launch alongside an accompanying television commercial later this year - featuring a new Beyoncé song, Standing On The Sun.
"I've always liked H&M's focus on fun 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 Knowles. "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial."(s)
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