Thursday, March 21, 2013
This is our first look at Beyonce’s new island-themed H&M ad campaign, and not only does Blue Ivy’s mama look incredible, but we love the duds!
“I’ve always liked H&M’s focus on fun and affordable fashion,” the 31-year-old singer said in a statement. “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.”
Ann-Sofie Johansson, Head of Design at H&M, noted that the summer campaign will feature a wide range of looks, including fringed bikinis, bodycon dresses and flowing sun dresses. “What makes these pieces even more special is that Beyonce herself had input in the designs, and they are full of her own personal style,” Johansson added.
And the best part? 25% of sales from the H&M for Water swimsuit collection will be donated to H&M for WaterAid.