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H&M’s latest posters, figuring a knock-out gorgeous Beyoncé, are all about hot sand and palm trees. Swimsuits, skin-tight dresses, blouses and mini-shorts are prevalent in the brand’s ready-to-wear summer collection. A quarter of the money raised through the collection will benefit the WaterAid organisation that globally promotes everyone’s right to access clean water.
Beyoncé, daughter of the stylist and hairdresser Tina Knowles, graciously dons the hairstyle of a siren; its golden reflections superbly emphasized by the Bahamian sun. The look has been topped off with a tropical flower, resulting in a dreamlike Tahitian woman posing before the lenses of the photographers Inez van Lamsweerde and Vinoodh Matadin.
The essence of the four elements
Beyoncé, who has also been the L’Oreal muse for over ten years, declared in an interview given to the H&M group that she adores “H&M’s approach to fashion, which is fun as well as affordable. And I like the concept that we jointly elaborated, which explores women’s multiple emotions represented by the four elements - fire, water, earth and wind".
Who better than Beyoncé, successful in all she does, to prove that women can be strong, vulnerable, sensual, maternal, funny and alluring all at the same time?
Inspired by the songbird’s style, H&M’s summer collection boasts pieces – to be discovered in early May – that are perfect for the summer heat.
In the meantime, TV spots and posters of the campaign "Beyoncé as Mrs Carter in H&M" will soon hit the media landscape and help us get ready for summer!
Source photo : H&M
Laureline Siguret for LiveCoiffure.com
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