Even though she doesn’t want to be just known “as his little wife”, King Bey’s summer ad campaign with H&M (along with her tour) is named after her newly married status. Last year, one of Beyonce’s entourage leaked that she was going to shoot the ad for H&M but sources denied it, only to keep it under wraps until they were ready.
“Beyoncé as Mrs. Carter in H&M”, promotes “the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. ”
“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.
The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection.
The clothing will be available beginning May in H&M stores worldwide and online.
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