Beyoncé in H&M Summer Collection

Photo courtesy of H&M It's official! The chart-topping songstress, who will kick off her sold-out Mrs. Carter Show World Tour on ...

Photo courtesy of H&M


It's official! The chart-topping songstress, who will kick off her sold-out Mrs. Carter Show World Tour on April 15, will front H&M's Summer Collection this year.
Who better than Beyoncé, really?

“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.

“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.

Print and outdoor billboards introduce “Beyoncé as Mrs. Carter in H&M”, the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. The collection will be available beginning May in H&M stores worldwide and online.

The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 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.

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