Beyonce worked with the in-house design team at H&M to create the perfect pieces for the summer heat. The collection includes a tie-dye bikini which 25 percent of sales will be donated to H&M for Water (H&M’s initiative with WaterAid has so far raised £2,650,000 since 2002). Ann-Sofie Johansson, head of design, said, "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" and I couldn't agree more! In fact one of Beyonce input was to incorporate fringe, which can be been in the black bikini.
As a huge fan of Beyonce, her style, and her acute awareness of a woman's curves, I'm looking forward to see how she incorporates her syle. The line will be available online and in stores in May.
The ad campaign was shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas, providing a summertime tropical paradise. Beyonce's cascading mermaid curls, fiery red lipstick, matching cherry red nail polish, and cute bellybutton ring are perfection. Donald Schneider, Creative Direction of H&M said about the shoot, "H&M’s summer campaign starring Beyonce is an epic fantasy, with glamour, drama and also a sense of paradise". I admire the bold colorful backdrop and the yellow swimsuit is my favorite.