Looks like H&M is being highly optimistic about the coming of summer, and just recently published probably their all time hottest campaign with Beyonce. The editorial was shot on the beaches of the Bahamas and features both a print campaign and a commercial. The idea behind the collection is that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious despite age or body-shape. ‘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. It felt more like making a video than a commercial’- says Beyonce after the photo-shoot. The swimwear and resort range will be available from the beginning of May in H&M stores worldwide and online. Cannot wait to pick up a piece or two!
Es sieht so aus, als ob H&M sehr optimistisch ist, was das Herannahen des Sommers betrifft, und erst kürzlich wurde die wahrscheinlich heißeste Kampagne überhaupt mit Beyonce veröffentlicht. (more…)