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beyonce_hm_summer_campaign

Beyonce has been announced as the new face of H&M. The singer-songwriter will appear in TV and print ads for their summer collections. The ads will introduce “Beyonce as Mrs. Carter in H&M” as a reference to her upcoming album and tour.

Bey said in a statement, “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.”

The womenswear is described as strong, vulnerable, sensual, maternal, fun, and flirtatious, includes a fringed bikini, bodycon dress, flowing sun dress, high-waisted shorts, and sleeveless shirt.

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