Today sees the unveiling of the official “Beyoncé as Mrs. Carter in H&M” Summer 2013 Campaign by H&M. Beyoncé models looks from the new collection, concentrating mainly on bikini and summer wear.
Take a look at the images below and have a read of the press release at the bottom of the page.
Press Release via H&M
“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 Beyoncé.
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. 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,” says Donald Schneider, Creative Director, H&M.
“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” says Ann-Sofie Johansson, Head of Design, H&M. “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.”
The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000.
The campaign images were shot in Nassau in the Bahamas by photographers Inez & Vinoodh, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online and hm.com beginning May.
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It's places like this as well as causes like SNAPS and the many forms of skating talent we have here that are keeping Swindon's skate culture alive. 
They train extremely hard to compete against other leagues both locally and nationally. 
Obviously this isn't going to solve every problem facing the youth, but it's definitely a great start! It's ideas like this that keep our communities thriving. When a group of people decide to make a change, and bring a positive new project to their home town. This is definitely one of those life changing projects, that will see a lot of youths much happier. This project has even been backed by superstar DJ Fatboy Slim when he performed at the Oasis Swindon.
