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.