The Singer Is The Face Of H & M’s Summer Collection.
After names like Madonna and Lana del Rey, artist Beyoncé Knowles is the next celebrity to represent the summer campaign of the clothing brand H & M. As a result of this partnership, TV ads and billboards featuring “Beyoncé as Mrs. Carter at H & M” will be displayed, the brand said in a statement today.
With this partnership, the company intends to convey the idea that all women can be all things, namely, strong, vulnerable, sensual, maternal and fun. The new collection will be available from May at H & M stores worldwide and also online at the chain’s website. The global campaign, consisting of television ads, outdoor posters and prints on the pages of the world’s leading women’s magazines, kicks off in the coming weeks.
“I’ve always liked the focus that H & M puts on fun and fashion at affordable prices. I loved the concept that I collaborated with, which aims to explore the different emotions of women represented by the four elements, namely, fire, water, earth and wind. The photo shoot took place on a tropical island. I felt more like making a video than a commercial campaign, “says Beyoncé.
Campaign images are the result of the work of photographers Inez van Lamsweerde and Vinoodh Matadin and were shot in Nassau, Bahamas. In the commercial video of the collection, performed by Jonas Akerlund, will be presented “Standing On The Sun”, a new song by Beyoncé, which starts a new tour, the Mrs Carter Show World Tour, on 15 April. “H & M’s summer campaign with Beyoncé is an epic fantasy, with glamor, drama and also a sense of paradise,” explains Donald Schneider, creative director of the brand.
“It was amazing to see her in the photo shoot making everything look easy, a quality that makes her an icon for women around the world. The campaign portrays the essence of the artist and also of H & M », the creative director says. The main highlights of the brand’s summer collection, which the “Listen” performer will use in campaign images, include, in addition to bikinis, a steamy summer dress and a bodycon dress.
The singer’s partnership with the Swedish company also has a solidarity aspect, as 25% of the sales of the H & M for Water collection will go to WaterAid, an institution that seeks to promote access to drinking water, improved hygiene and basic sanitation in underdeveloped countries. From 2002 to date, H & M has already delivered over £ 2.6 million to Water Aid, about 3.1 million euros.
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