H&M continues to build it's fast fashion brand and this season they have upped the ante by featuring singer Beyonce Knowles for it's summer campaign. The singer shot the print ads in the Bahamas and looks radiant in all the photos. The style and imagery are so reflective of Knowles own personal style. H&M's head designer, Ann Sofie Johannson said that Beyonce actually had some input into the designs.
The pieces are a perfect blend of vintage, sensual, practical and fun. Beyonce will be in print ads, billboards and television spots for the summer collection. Beyonce said in H&M's press release, "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."
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