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21-03-2013
  1
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H&M Summer 2013 : Beyonce Knowles by Inez & Vinoodh


Beyoncé Goes Beachy for H&M

HOT TOPIC: It’s still wintry in Sweden, but that country’s most famous retailer, H&M, tapped Beyoncé to heat up its summer advertising push. The recording artist is to appear in television commercials, print ads and billboards - and she also had a hand in designing looks in the collection.

“They are full of her own personal style,” said Ann-Sofie Johansson, head of design at H&M. Items include what’s described as “the perfect body-con dress,” a beach gown slashed to the thigh, high-waist shorts and a sleeveless shirt. In one of the ad images, Beyoncé wears a tie-dye bikini from the H&M for Water range, with a quarter of sales donated to the WaterAid charity.

Inez van Lamsweerde and Vinoodh Matadin lensed the print spots in Nassau, Bahamas, while the commercial was directed by Jonas Åkerlund and features a new Beyoncé track, “Standing on the Sun.” “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,” Beyoncé commented.

The print and outdoor ads read, "Beyoncé as Mrs. Carter in H&M,” referencing the title of her upcoming world tour, with the collection available in stores and online starting in May.

Source: wwd

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21-03-2013
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That pic is very nice! Curious for the rest.

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21-03-2013
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Dereon x H&M

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21-03-2013
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UGH...................just..............why?

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21-03-2013
  5
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She did that!!! This is the kind of shoot that she excels at. She looks sexy without trying too hard to be "fashion". Bow Down.

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21-03-2013
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I'm not gonna make a judgement, I mean hopefully it might for once be a decent collection Unlike Madonna's and Kylie Minogue's lol.

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Last edited by GERGIN; 21-03-2013 at 02:40 PM.
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21-03-2013
  7
ɐʎ ʎǝɥ
 
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stunning shot!

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21-03-2013
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Why Beyonce ?! i dont like anything fashion related that she does.

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21-03-2013
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Quote:
Originally Posted by maxlinden View Post
UGH...................just..............why?
my thoughts exactly

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21-03-2013
  10
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That photo is so corny on so many levels.

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21-03-2013
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I don't find it corny at all but the shadow that's obscuring her face throws it off. She looks like Rihanna/J.Lo.

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21-03-2013
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I just don't like her, and now I'm gonna have to look at this at work for months? Oh joy

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21-03-2013
  13
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Beyonce isn't fashionable. I hate Beyonce. Her music isn't even that good. But for some reason lately she's getting so much attention and I don't understand why. Her and Jay-Z are literally everywhere and I can't stand it. This is awful. And @IsabelMarantBoy I am so sorry. I couldn't imagine looking at that online, let alone at work.

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15-04-2013
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new shots
don't know if thats the full campaign



via glossynewsstand


Last edited by Mat Cyruss; 15-04-2013 at 08:33 AM.
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15-04-2013
  15
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it is the full campaign, see the HQs on vogue.co.uk

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