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Beyonce H&M campaign | Shopping & Services

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Beyonce H&M campaign
Beyonce H&M campaign


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.

The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online and hm.com beginning May.

For more info go to beyonce.com.

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