• Sweden's news in English
 
app_header_v3

Beyoncé strips down for H&M swimwear launch

The Local · 21 Mar 2013, 11:59

Published: 21 Mar 2013 11:59 GMT+01:00

"I’ve always liked H&M’s focus on fun and affordable fashion," Beyoncé 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."

The collection, which will be available in stores and online in May, features swimwear and beachwear, with 25 percent of proceeds going to WaterAid.

"H&M's summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” Donald Schneider, Creative Director at H&M, said.

"It was amazing to watch her on the shoot where she made 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 photo shoot was held in Nassau in the Bahamas. The images were released together with a video commercial.

The ad features a new song from Beyoncé, Standing On The Sun, which will be available worldwide at the start of May.

Story continues below…

The Local/og

Follow The Local on Twitter

The Local (news@thelocal.se)

Your comments about this article

16:59 March 21, 2013 by Frobobbles
Delightful!
19:04 March 21, 2013 by Khazara
Beyonce is a real woman. I guess some one in Sweden will bemoan that she will influence girls to get tans, god forbid!! But hey, Beyonce has the body that most men want.
16:47 March 22, 2013 by Nikki Lindqvist
Sorry, but she is NOT an icon in MY world. The minute she signed that deal with Pepsi, I knew she wasn't a serious woman. Well, serious at making her music and at making money, yes, I guess so. Serious as a mother? No way. Is she SO uninformed about the down sides of the soft drinks to peoples health?!? And she with a precious new baby?!? I used to like her but now I really have to wonder: is she completely uninformed about these health issues? Because if she's AWARE and still signs that contract, that just leaves a greedy girl.
Today's headlines
Brexit vote
Sweden opposition cools talk of 'Swexit' poll
Anna Kinberg Batra, of the largest opposition party, the Moderates. Photo: TT

"This is a sad day for the British and for Europe."

Brexit vote
Swedish PM swats aside calls for EU renegotiation
"Sweden will now lose an important partner in the EU," Löfven said. Photo: TT

Left Party calls "totally irresponsible."

Brexit vote
'Devastated' - Brits in Sweden shocked by Brexit vote

Expat Brits in Sweden have reacted with shock, despair and uncertainty to the result of the EU referendum in the UK which was won 52-48 by the Leave campaign.

Brexit vote
'A morning of sorrow': Sweden reacts to Brexit vote
Photo: TT

The former Swedish EU minister, Birgitta Ohlsson declared that it was 'a morning of sorrow', after British voters opted to leave the European Union on Thursday.

The Local Recipes
How to make Karin's delicious Midsummer cake
Karin's cake. Photo: swedishfood.com

"We are very tolerant of other cultures except when it comes to strawberries."

Sweden named the world's 'most reputable' country
The flag of the world's most reputable country – at least according to one report. Photo: Fredrik Sanberg/TT

Sweden has been ranked as the most reputable country in the world by a new report. Find out why.

Why most students don't finish Swedish for Immigrants
More students are taking Swedish for Immigrants classes, but completion rates are low. Photo: Pontus Lundahl

Only four in ten students finished their courses at Sweden's state-funded Swedish for Immigrants classes in 2015, according to new statistics from a national agency.

Swedish police nab drunk-driving lawnmower man
Lawnmowers: dangerous, in the wrong hands. Photo: Hasse Holmberg/TT

A man in southern Sweden is at risk of having his licence revoked after drunkenly driving a motorized lawnmower.

Sweden has EU's second highest food prices
A shopper prepares for the inevitable fleecing. Photo: Fredrik Persson/TT

If your loaf of bread seems ridiculously expensive that’s because it is.

Here's how much alcohol Swedes drink on Midsummer
Systembolaget is a busy place around Midsummer. Photo: Fredrik Sandberg/TT

Swedes are known for letting loose on Midsummer, but the most recent figures from the country's state-run alcohol monopoly may surprise you.

Sponsored Article
How to find student housing in Malmö: 5 tips
Culture
How do Swedes celebrate Midsummer?
Sponsored Article
'Sweden gives artists the space to follow their dreams'
Culture
Coming soon: Sweden’s smelly fermented fish
National
Assange lawyer: Sweden should recognize UN opinion
Blog updates

17 June

Queen’s Birthday Stockholm 2016: 9th June. 90th Birthday. 900 Guests! (The Diplomatic Dispatch) »

"What do you do when you read that the Queen’s 90th Birthday in London will be…" READ »

 

10 June

i lördags, på lördag – time phrases for present, past and future (The Swedish Teacher) »

"Hejsan! Swedish time phrases can be difficult to master. It takes a lot of practice to…" READ »

 
 
 
Sponsored Article
5 reasons you should try dating with The Inner Circle
Private
The Local Voices
Why is this Syrian dentist who hugs like a Swede worried about undies?
Sponsored Article
The man behind Sweden's biggest music festival
Swedish nationalist 'shot and ate' lion and giraffe
Analysis & Opinion
'Sweden's residency revamp is harmful and inhumane'
Photo: The Local
The Local Voices
UNHCR boss: 'It's hard to start your life without your family'
Sponsored Article
US expats: Have you met your tax deadlines?
Politics
VIDEO: Brits in Europe say why UK should stay
Sponsored Article
Education abroad: How to find an international school
Photo: Marko Risović
The Local Voices
World Refugee Day: Searching for safety in Europe - in pictures
National
Is Swedish nationalists’ foreign food ban bananas?
Sponsored Article
Why you should attend an international job fair
Gallery
Property of the week: Söråker
Sponsored Article
Malmö: Home to the best food in Sweden?
International
Poll shows huge support for EU in Sweden
The Local Voices
How a Syrian scuba diver mobilized Sweden's biggest asylum centre
Sponsored Article
Avoid hidden fees when sending money overseas
Sport
Zlatan: 'If we'd been fighting for real, he'd be in hospital'
Sponsored Article
VIDEO: Why Malmö is the world's 6th best city for biking
The Local Voices
Orlando reflections: Is it possible to be gay and Muslim?
Sponsored Article
5 reasons you should try dating with The Inner Circle
Sweden to go ahead with migrant age tests
Sponsored Article
US expats: Have you met your tax deadlines?
Gallery
People-watching: June 17th-19th
Sponsored Article
Stockholm school celebrates Nepal Project success
National
Will you be hit by changes to Sweden's residency laws?
Sponsored Article
6 simple travel hacks that will make your life easier
The Local Voices
Why an Iraqi who won Swedish lottery won't quit his restaurant job
Gallery
People-watching: Midweek revellers
National
Why this pizzeria is giving elderly Swedes free meatballs
3,330
jobs available
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
psdmedia.se