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Beyonce Strikes a Pose

Beyoncé as Mrs. Carter, an ode to all women:  Exuding strength, vulnerability, sensuality, spontaneity and motherhood, the Queen B takes on a new fashionable twist on the beach.  The music Diva’s images are captured by Inez + Vinoodh in the  “Mrs. Carter in H&M” campaign set at the beach; the commercial directed by Jonas Akerlund.  With the sold out Mrs. Carter Show World Tour kicking off in April, Beyoncé will appear in world wide print and television ads head to toe in HM summer collection – and might we say,  she looks pretty amazing.

Shot in Nassau, Bahamas, the campaign explored the four basic earthly elements, in which the radiant queen implored the hotness of the Bahaman sun with a tribute to her newly (and appropriately) released song “Standing On The Sun”.

BEYONCE mrs carter for HM on FashionDailyMag

“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. It felt more like making a video than a commercial,” – Beyonce. 

H&M is not only on a mission to provide the pubic with well-priced stylish attire but also to help out an organization known as WaterAid, in which they have helped raise $4,009,980 as of 2002. This season the company will donate 25% of its sales from the H&M for Water swim and beachwear pieces  to Wateraid. The trendy yet affordable clothing, beach and swimwear will be debuting in May at H&M stores world wide. Beyonce Strikes a Pose Written by Julia Paulescu.

photo credit: Inez van Lamsweerde and Vinoodh Matadin

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