Are you ready for “Bey Season?” Beyonce is the newest face for H&M’s summer campaign, replacing Lana Del Rey. Mrs. Carter will appear in print and television ads wearing pieces from the summer collection. The women’s line is strong, vulnerable, sensual, and fun, that includes bodycon dresses, high waisted shorts, and much more.
“I’ve always liked H&M’s focus on fun and affordable fashion,” said B, who had input into the design. “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.
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” said Donald Schneider, Creative Director for H&M. “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.”
The collection will available in stores and online in May, and don’t forget that Beyoncé’s “Mrs. Carter Show World Tour” starts on April 15.
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