H&M recently announced it partnership with superstar Beyonce for its summer collection 2013. She will appear in TV as well and print as in featured pieces from H&M summer collection. The campiagn was shot on the tropical beaches of Nassau, Bahamas by photographers Inez & Vinoodh with the commercial being directed by Jonas Åkerlund.
The campaign introduces "Beyoncé as Mrs. Carter in H&M” and express the element of different emotions of women with the use of fire, water, air and wind. Beyonce work closely with H&M in-house design team infusing her personal style. The clothing will be available beginning May in H&M stores worldwide and online. The campaign features swimwear and beachwear. Beyonce will be featured wearing flowing sun dress, bodycon dress and bikinis which all are key pieces from the H&M summer collection 2013.The campaign will also feature tie& dye bikini from H&M for water aid in which 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000.The campaign is the essence of Beyoncé, and also the essence of H&M this summer,” says Donald Schneider, Creative Director, H&M.
Photo credit: Beyonce, H&M, Beyonce H&M campaign, H&M summer collection 2013, getthebuzz716