New picture ad for the Swedish clothing retailer shows
Beyonce in short-sleeved top, printed hot pants and high heels.
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H&M unveiled a picture of their 2013 Summer Campaign
which features Beyonce Knowles. The picture which was taken in Nassau, Bahamas,
shows the "Halo" singer posing sexily while lounging on the beach.
She wears silk top, hot pants, high-heeled shoes and bangles from the company's
latest collection. The pop star worked with photographers Inez van Lamsweerde
and Vinoodh Matadin for the photoshoot.
The H&M ads will appear on TV, printed media and
billboards. Especially for print ads and billboards, H&M will introduce
"Beyonce as Mrs. Carter in H&M" which refers to Beyonce's
upcoming world tour. Her latest song "Standing on the Sun" will be
revealed for the first time in the commercials.
"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," Beyonce commented on the
photoshoot. She added, "I've always liked H&M's focus on fun and
affordable fashion." Beyonce is not only featured in the ads, but she also
contributes to H&M products' design.
H&M Creative Director Donald Schneider explained the
theme of the 2013 Summer Campaign, saying, "H&M's summer campaign
starring Beyonce is an epic fantasy, with glamour, drama and also a sense of
paradise." H&M believes that having Beyonce as their brand endorser is
perfect for the strong, vulnerable, sensual, maternal, fun, and flirtatious
image of the clothing line.
"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 Beyonce, and also the essence of
H&M this summer," Schneider said. H&M's 2013 Summer collection
will be available in stores starting from May.
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