Beyonce Named the New Face of H&M
All hail Queen B! Stunning pop superstar and SHAPE cover model Beyoncé has just been named the new face of H&M's summer collection. Available in stores at the beginning of May, the campaign will introduce "Beyoncé as Mrs. Carter in H&M" and aims to embrace the idea that women can be all things: vulnerable, sensual, maternal, fun, and flirtatious.
“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," Beyoncé said in an official statement. "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial."
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“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 at 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 in the designs, and they are full of her own personal style.”
We're big fans of Bey's personal style (see our favorite concert looks here!), so we can't wait to see the new collection.