Beyoncé partners with H&M for new campaign

H&M have partnered with Beyonce for its summer campaign. The singer will appear in television and print ads featuring pieces from the new collection.

Speaking on her partnership with the Swedish retailer Beyonce said: “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."

The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection, where since 2002, the brands initiative with WaterAid has raised £2,650,000.

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“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” said Ann-Sofie Johansson, Head of Design, H&M.

“There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.” Johansson continued.

The clothing will be available beginning May in H&M stores worldwide and online.

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