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"H&M's summer campaign starring BeyoncĂŠ is an epic fantasy, with glamour, drama and also a sense of paradise," said Donald Schneider, H&M's creative director. "It was amazing to watch her on the shoot make it all look effortless - a quality that makes her such an icon for women around the world. The campaign is the essence of BeyoncĂŠ, and also the essence of H&M this summer."


  Features

swimwear and beachwear pieces inspired by her individual style ›  Including H&M for

water collection; raises money for WaterAid ›  Launches in May ‘13 in stores and online


Helped design parts of collection   Using same name as upcoming world tour   Commercial including new song “Standing On The Sun”  


 

"I've always liked H&M's focus on fun 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"


  Do

you think Beyoncé has put too much behind the project (helping design, same name as world tour and new song) or is she a genius for doing so?

  Do

you think this line will be more or less successful than other collaborations H&M has tried with celebrities and designers?


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