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Beyoncé strips down for H&M swimwear launch

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Beyoncé strips down for H&M swimwear launch
11:59 CET+01:00
US megastar Beyoncé has donned her bathers to market a new line of swimwear for Swedish clothes makers H&M.

"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.

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