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