PROMOTION: Beyonce in H&M Summer Collection

We can't get enough of Beyonce or the new H&M Summer Collection, we already have our wish-list!

The new season kicks off to a white-hot start this year as Beyoncé stars in H&M’s brilliant summer collection. Mrs Carter, whose World Tour started last week, looks effortlessly glamorous in the fashion store’s key summer pieces – the perfect bodycon dress, a flowing sundress and bikinis to die for- all shot against the turquoise sea and soft sandy beaches of Nassau, in the Bahamas.

But Beyoncé did more than just model the H&M collection – she had her say on the designs so the clothes reflect her own personal style. Featuring print and billboard ads and a fab commercial featuring Standing On The Sun, a new song by the global superstar, the “Beyoncé as Mrs. Carter in H&M” campaign sends the message that all women can be strong, vulnerable, sensual, maternal, fun and flirtatious at the same time.

“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,” says Beyoncé.

The new H&M collection will be available in stores worldwide, and online, from the beginning of May.

 

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