The New Face of H&M

The H&M Summer Collection is being fronted by Global Superstar, Beyoncé Knowles-Carter. She will appear in the adverts for the collection which will run on TV and print. The campaign images were shot in the Bahamas by Inez & Vinoodh and the TV advert was directed by Jonas Åkerlund. A new song from Beyoncé, Standing On The Sun will feature in the advert also.

“ 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 Beyoncé.

What do you think of the match? Beyoncé is everywhere these days, too much – too soon, in my opinion!!

“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. 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,” says Donald Schneider, Creative Director, H&M.

The summer clothing collection will be available beginning May in H&M stores worldwide…Who’s excited?

beyonce

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