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Beyoncé as Mrs Carter in H&M video released, showing the star in bikinis and summer styles


April 25, 2013/9.58

As expected, H&M and Beyoncé have released their video jointly promoting the fashion brand and her latest music, entitled ‘Beyoncé as Mrs Carter in H&M’.
   The video follows the star’s release of a teaser promoting her Mrs Carter Show World Tour, which kicks off this month. It was first posted on her YouTube channel.
   The 90-second advertisement features Beyoncé in various swimwear and sundresses, beautifully photographed, showing off her figure as well as H&M’s summer styles.
   The advertisement was directed by Jonas Åkerlund, and complements the print campaign shot by Inez van Lamsweerde and Vinoodh Matadin in Nassau.
   Beyoncé moves to the sound of her song, ‘Standing on the Sun’, which will be available worldwide and via from May.
   Donald Schneider, creative director of H&M, summarized the campaign when we published the news last month: ‘H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. 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 Beyoncé, and also the essence of H&M this summer.’
   Ann-Sofie Johansson, head of design for the retailer, noted, ‘There’s the perfect bodycon dress, as well as a flowing sundress 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 collection is available from May.

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Filed by Lucire staff

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