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R&B star Beyonce has been unveiled as the new face of the Swedish fashion brand H&M and is set to feature in the chain’s global summer campaign.
Rumors first arose when the 31-year-old mother of one was spotted posing for a tropical shoot in the Bahamas in the New Year,while one of her dancers tweeted an accidental confirmation.
Now,Beyonce has announced her collaboration with the brand,reported Huffington Post.
“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,” she said in a statement.
For the new campaign,entitled “Beyonce as Mrs Carter in H&M”,the singer was shot by photography duo Inez van Lamsweerde and Vinnodh Matadin in the Bahaman capital city of Nassau.
A new television ad has been directed by Jonas Akerlund,the man behind videos for the Rolling Stones,U2 and Madonna,while Standing On The Sun provides the soundtrack.
Beyonce had a say apparently in the pieces for H&M’s high summer 2013 collection.
“What makes these pieces even more special is that Beyonce herself had input into the design,and they are full of her own personal style,” said Ann-Sofie Johansson,head of design at H&M.
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