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A Moment Of Capture

Beyonce for H&M Campaign

H&M releases the first images from its international advertising campaign fronted by pop superstar Beyoncé.

Beyoncé as Mrs Carter” will star in television and print ads showcasing the H&M summer collection, shot in the Bahamas by Inez & Vinoodh, whilst the commercial is directed by Jonas Akerlund.

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.

In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” says 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.”

IMAGE UPDATE…

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