4/25/13

Beyoncé As Mrs Carter for H&M

Beyoncé As Mrs Carter for H&M
“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. It felt more like making a video than a commercial,” says Beyoncé.


Beyoncé As Mrs Carter for H&M

H&M is proud to announce a new partnership for its summer campaign with global superstar Beyoncé. The print and outdoor billboards introduce "Beyoncé as Mrs. Carter in H&M”, the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. The clothing will be available beginning 02 May in H&M stores, worldwide and online.



The campaign images were shot in Nassau in the Bahamas by photographers Inez & Vinoodh, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun. 

Beyoncé As Mrs Carter for H&M

Beyoncé As Mrs Carter for H&M


Beyoncé As Mrs Carter for H&M


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