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OT/Beyoncé is the new face of H&M

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 OT/Beyoncé is the new face of H&M
Unread 2 years agoclass of '11 - away - #1
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s7venwords 4727 heat pts4727 space
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MARCH 21, 2013 by KAREN in FASHION

BEYONCÉ KNOWLES has partnered with H&M for summer. The singer stars in the Swedish retailer’s new campaign, modelling pieces inspired by her individual style. The singer also gave “personal input on the pieces seen in the campaign”, confirmed a representative for the brand.

For the campaign, the mother-of-one was shot by photography duo Inez van Lamsweerde and Vinoodh Matadin in Nassau, the Bahamas’s capital city. The television ad, directed by Jonas Ĺkerlund, was shot at the same time, and features a new song by the singer, Standing on the Sun , as its soundtrack.

“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,” says Beyoncé. “It felt more like making a video than a commercial.”

The 31-year-old also had a hand in the design process of the summery pieces she models, revealed 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 into the design, and they are full of her own personal style.”

The print and outdoor ads will read “Beyoncé as Mrs. Carter in H&M”, in reference to the star’s next world tour, The Mrs. Carter Show , which kicks off on April 15.

The news comes as the company announced a 11.4 per cent slip in profits in the first quarter of 2013. “The first quarter has been characterized by the continued challenging situation for the fashion retail industry in many of our markets mainly due to a continued tough macro-economic climate, but also due to unfavorable weather during parts of the quarter,” the group’s ceo Karl-Johan Persson told WWD . However, the brand has set its sights on opening 350 new stores this year, as opposed to the previously planned 325.

Beyoncé is the new face of H&M @ Live Civil
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10 comments for "OT/Beyoncé is the new face of H&M"

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Unread 2 years agoclass of '05 - away - #2
OldeEnglish22oz 7 heat pts space
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Fucc H&M.
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Unread 2 years agoclass of '10 - on now - #3
Daytona5000  space
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all the bi*ches in PG/DC gonna eat this sh*t up
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Unread 2 years agoclass of '11 - away - #4
StylinOnYou 13 heat pts13 space
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Daytona5000 said:
all the bi*ches in PG/DC gonna eat this sh*t up


true, young dc kids always think that h&m sh*t is some type of high fashion luxury clothing, when it's just some cheap sh*t just happens to be popular
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Unread 2 years agoclass of '05 - away - #5
specialk103185 71 heat pts71 space
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I hate the quality of H&M clothes. Some of the designs are cute but I can't fool with them anymore since I ironed a shirt from there and it melted on my iron...was pissed...iron costed more than the shirt
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Unread 2 years agoclass of '13 - away - #6
J Thrilla  space
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H&M is pretty decent here in Europe.
To each its own.
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Unread 2 years agoclass of '10 - away - #7
Spartan 119 24 heat pts24 space
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H&M is pretty decent, cheap plus they got some good cuts. If ur a student its ideal
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Unread 2 years agoclass of '10 - on now - #8
Frasier 209 heat pts209 space
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fu*k H&M. I'm a big dude, I can't fit into no fu*kin 36 jeans. THATS THE BIGGEST SIZE THEY GOT THERE?!?!?

fu*k that place. Gimme some 38's and we good.
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Unread 2 years agoclass of '07 - away - #9
SmooveDude 26 heat pts26 space
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H&m vneck/t-shirt quality> _____
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Unread 2 years agoclass of '05 - away - #10
foshomoney 76 heat pts76 space
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she wants me
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