The images from Beyonce's full summer ad campaign for H&M has been revealed. As the superstar embarks on the first leg of her Mrs. Carter tour, the Swedish retailer has unveiled the full set of sizzling photos from the 'Beyonce as Mrs. Carter in H&M' ad campaign.
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Shot by photography duo Inez van Lamsweerde and Vinoodh Matadinand in the Bahanas earlier this year, the shots show Beyonce modelling swimsuits and holiday wear in the idyllic setting. In one image, the 31-year-old is seen showing off her womanly curves in a canary yellow bikini, the look complete with a red flower in her beach-waved hair. Another shows the mum-of-one lying beside a swimming pool sporting a black fringed two-piece with gold jewellery. The adverts introduce the star: "Beyoncé as Mrs Carter in H&M". "I've always liked H&M's focus on fun, affordable fashion," Beyonc é said about the collaboration. "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." She continued: "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial." The campaign features both beachwear and swimwear items, including a bikini from the H&M for Water collection, which raises money for WaterAid. "H&M's summer campaign starring Beyonce is an epic fantasy, with glamour, drama and also a sense of paradise," said the brand's creative director Donald Schneider. "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 Beyonce, and also the essence of H&M this summer." The 31-year-old also had a hand in the design process of the garments she models. The head of design, Anne-Sofie Johansson, said: "There's the perfect bodycon dress, as well as a flowing sun dress 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."
Rumours first started swirling in January that Beyonce had been tapped to front the campaign after the singer was spotted posing for a tropical-themed photo shoot in the Bahamas. One of her backing dancers, Kimberly Gipsin, tweeted: "First day of trial in the Bahamas! H&M all set… go." The tweet was deleted shortly after. The television ad, directed by Jonas Akerlund, was shot at the same time, and features a new song by the singer, Standing on the Sun, as its soundtrack.