Belfast Telegraph

Sunday 21 September 2014

Beyoncé Knowles explains H&M campaign

Beyonce Knowles
Beyonce Knowles
Beyonce Knowles
Beyonce Knowles

Beyoncé Knowles' new summer campaign for H&M is inspired by the "four elements".

The superstar has been tapped by the high street retailer to front their Spring/Summer 13 clothing line.

Beyoncé helped design the looks in the collection and will also model pieces in the print and television commercials.

She says the idea behind the range, that all women can be all things, is what attracted her to the role.

“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," she gushed in an official statement. "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”

The campaign is entitled 'Beyoncé as Mrs. Carter in H&M' and shows women as being strong, vulnerable, sensual, maternal, fun, and flirtatious.

H&M's Creative Director Donald Schneider explained why the singer was the perfect person to front the range.

“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. It was amazing to watch her on the shoot make it all look effortless – a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer,” he gushed.

The line will feature swimwear and beachwear pieces including a tie-dye bikini from this summer’s H&M for Water collection, where a percentage of sales will go to help WaterAid.

The Head of Design at H&M, Ann-Sofie Johansson, described some of the items, which go on sale from the beginning of May.

“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” Ann-Sofie explained. “There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.”

The entertainer aroused suspicion she was H&M's new star earlier this year.

Rumours begun after Beyoncé was photographed in the Bahamas wearing tropical-printed swimwear in January.

One of her backing dancers then posted further hints that the gossip could be true on Twitter.

The collection launch will coincide with Beyoncé kicking off the Mrs. Carter Show World Tour on April 15.

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