Beyoncé as Mrs Carter in H&M Summer Collection 2013 // Endorsement

Couple of days ago, H&M announced a new, super hot partnership for the 2013 summer campaign with the famous and fabulous Beyoncé! The entire campaign is based on Beyonce's world tour "Mrs Carter Show" and introduces the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious.

The campaign images were shot in Nassau in the Bahamas by photographers Inez & Vinoodh, while the commercial was directed by Jonas Åkerlund featuring Bey's new song Standing On The Sun and highlights the opposing nature of the four basic elements, earth, wind, water and fire.

“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” says Ann-Sofie Johansson, Head of Design, H&M. “There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.”

This summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000.

The clothing will be available beginning May in H&M stores worldwide and online.

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|barefoot duchess|

Photos & video c/o H&M