Beyonce new face of fashion brand H and M

Last Updated: Friday, March 22, 2013 - 09:14

New York: R and B star Beyonce has been unveiled as the new face of the Swedish fashion brand H and M and is set to feature in the chain`s global summer campaign.

Rumors first arose when the 31-year-old mother of one was spotted posing for a tropical shoot in the Bahamas in the New Year, while one of her dancers tweeted an accidental confirmation.

Now, Beyonce has announced her collaboration with the brand, reported Huffington Post.

"I`ve always liked H&M`s focus on fun and affordable fashion. 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," she said in a statement.

For the new campaign, entitled "Beyonce as Mrs Carter in H&M", the singer was shot by photography duo Inez van Lamsweerde and Vinnodh Matadin in the Bahaman capital city of Nassau.

A new television ad has been directed by Jonas Akerlund, the man behind videos for the Rolling Stones, U2 and Madonna, while Standing On The Sun provides the soundtrack.

Beyonce had a say apparently in the pieces for H&M`s high summer 2013 collection.

"What makes these pieces even more special is that Beyonce herself had input into the design, and they are full of her own personal style," said Ann-Sofie Johansson, head of design at H&M.

PTI



First Published: Friday, March 22, 2013 - 09:14

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