Belfast Telegraph

Wednesday 16 April 2014

Beyoncé Knowles for H&M?

Beyonce Knowles

Beyoncé Knowles has allegedly shot a campaign with H&M.

Although the Swedish high street retailer has declined to comment on the reports, rumours are still rife in the fashion industry that the singer is their latest signing.

Reports about the supposed collaboration started yesterday, when it emerged Beyoncé was photographed in the Bahamas last week wearing tropical-printed swimwear.

This was said to be a campaign shoot for the store's upcoming spring/summer 13 collection.

Although Beyoncé has failed to comment on the rumoured deal, one of her backing dancers has posted on her Facebook and Twitter sites which hint the gossip could be true.

Dancer Kimberly Gipson, posted a status update in which she wrote about an H&M photo shoot she'd been involved in. The post has since been removed, but a screen grab of the comments was taken.

“First day of rhsl in the Bahamas! Alriiiiiight H&M…Let’s Go! (sic)”, she posted on her official page, according to WWD.

The fact H&M are remaining tight-lipped on the matter is fairly standard for the company, who also kept quiet when questioned whether Lana Del Rey was to be their brand ambassador last year. Those rumours turned out to be true, with the pouty singer fronting the autumn 2012 campaign for the brand.

If the signing of Beyoncé as the mass market retailer's new face is true, it would serve to increase publicity around her reported musical comeback, since taking time out to have baby Blue Ivy last year.

This would also be the latest in a succession of big money sponsorship deals the Destiny's Child mega star has grabbed of late. She recently pocketed a cool $50 million from her renewed contract with Pepsi.

Johnny Depp and Kylie Minogue are just a few of the other high-profile names who have fronted lines for H&M in the past.

© Cover Media

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