“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” said Donald Schneider, H&M’s creative director. “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.”
“I’ve always liked H&M’s focus on fun 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,” said Knowles. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
The advertisements were photographed by Inez van Lamsweerde & Vinoodh Matadin in Nassau in the Bahamas and the commercial was directed by Jonas Åkerlund.
source vogue.co.uk
the CITIZENS of FASHION 
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Gym Time!!
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H&M are going from strength to strength, this will be my favourite collaboration I think! Great post 🙂
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Literally can’t wait for this!
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damn it should literally be a crime to be that damn pretty!!
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