21 March 2013

Beyoncé in H&M summer campaign

High street retailer H&M has announced a new partnership for its summer campaign with Beyoncé. The entertainer will appear in television and print ads featuring pieces from the H&M summer collection, with the print and outdoor billboards introducing "Beyoncé as Mrs. Carter in H&M”. The clothing will be available at the beginning of May in H&M stores worldwide and online. The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. The campaign images were shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund.
www.hm.com / @hmunitedkingdom

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H&M in 'fashion & accessories'

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