Beyoncé as Mrs. Carter for H&M's summer campaign14:45
|Picture by H&M|
Beyoncé will be the new testimonial for H&MS summer campaign. The campaign introduces her as "Beyoncé as Mrs. Carter in H&M" (Mrs. Carter is her official last name after her marriage with Jay-Z). This will also promote her sold out world tour "Mrs Carter Show" starting April 15th.
“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,” says Beyoncé.The campaign idea shows that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious and were shot in Nassau in the Bahamas by photographers Inez & Vinoodh, while the commercial was directed by Jonas Åkerlund.