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Beyonce is the new face of H&M

The rumours have been confirmed – Beyoncé is the new face of H&M. The superstar songstress stars in the Swedish retail giant's summer campaign.

The print and billboard images, which were shot by Inez van Lamsweerde and Vinoodh Matadin, see her relaxing on a beach sun lounger by the sea in the Bahamas as she poses in swimwear.

The adverts will introduce the star: "Beyoncé as Mrs Carter in H&M".

 



"I've always liked H&M's focus on fun, affordable fashion," Beyonc é said about the collaboration. "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 continued: "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial."

The campaign features both beachwear and swimwear items, including a bikini from the H&M for Water collection, which raises money for WaterAid.

"H&M's summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise," said the brand's creative director Donald Schneider.

"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."

The 31-year-old also had a hand in the design process of the garments she models. The head of design, Anne-Sofie Johansson, said: "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."

Rumours first started swirling in January that Beyoncé had been tapped to front the campaign after the singer was spotted posing for a tropical-themed photo shoot in the Bahamas.

One of her backing dancers, Kimberly Gipsin, tweeted: "First day of trial in the Bahamas! H&M all set… go." The tweet was deleted shortly after.

The television ad, directed by Jonas Akerlund, was shot at the same time, and features a new song by the singer, Standing on the Sun, as its soundtrack.

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