Another collaboration is about to hit H&M and I'm personally thrilled to see the collection. Global superstar, Beyonce, the face of H&M's 2013 Summer Campaign, is also lending a hand with the design of its swimwear. In a press release, she said this about the partnership, "I've always like 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".
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.
Thoughts?
Which swimsuit is your favorite?
