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Beyoncé strips down for H&M swimwear launch

The Local · 21 Mar 2013, 11:59

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

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"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…

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Your comments about this article

16:59 March 21, 2013 by Frobobbles
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.
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