Belfast Telegraph

Friday 19 September 2014

Beyonce goes hot for style campaign

Beyonce has a new clothing range in a high street store

Beyonce sizzles in a new shot on the beach, as she models the new summer collection for a high street store.

The Grammy-winning songstress, who wears a sleeveless blouse and printed hotpants in the photo, is set to be the face of H&M's summer campaign for the Beyonce As Mrs Carter In H&M range, which she also helped design.

"I've always liked H&M's focus on fun and affordable fashion," she said.

The 31-year-old mother-of-one, who kicks off her sold-out Mrs Carter Show World Tour in Serbia on April 15, admitted she enjoyed being photographed in the Bahamas, where the photo shoot took place.

"It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial," she said, adding: "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."

The store's head of design Ann-Sofie Johansson said: "In the campaign Beyonce is wearing the key pieces from H&M you need for life in the sun this summer. What makes these pieces even more special is that Beyonce herself had input into the design, and they are full of her own personal style."

The Beyonce As Mrs Carter In H&M collection will be available in stores and online in May.

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