H&M High Summer Collection

I wrote before here how excited I was to hear that Beyoncé was fronting H&M's Summer Campaign and last week I was lucky enough to view the collection at their High Summer Press Day. 

I thought this bling bikini and gold hoop earrings was very Bey. Especially during her 'ghetto look' my favourite Beyonce style era. 

So I REALLY need this feather headdress in my life... Just for the fun of it! 

Absolutely LOVE this gorgeous statement necklace and earrings. I will be purchasing as soon as it hits stores. 

I don't know why, but this multi tone skirt really caught my eye, with bare legs and simple top I think it would make a great work essential for summer. 

 'H&M's summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise" explained Donald Schneider, Creative Director of H&M, he continued "The campaign is the essence of Beyoncé, and also the essence of H&M this summer."

Glamour is certainly one word to describe the images of the campaign that were released today. 

Known for her hourglass figure and posing in a range of bikini's that are part of the collection, Beyoncé looks visually stunning and it makes a refreshing change to see a curvy girl front a swimwear campaign. 

It is actually hard to believe that she only had a baby just over a year ago! 

(She can also tell Jay-Z that she doesn't just wear 'Burberry to swim' now as he famously quoted in Bonnie & Clyde 03) 

Beyoncé for H&M unveiled

The rumour's have been circulating for months since one of the global superstar's dancers let slip on Twitter that they were in the Bahamas shooting for H&M, but now it is official. 

The all round entertainer will appear in television and print ads featuring pieces from the Sweedish High Street chains summer collection. The ads will introduce "Beyoncé as Mrs.Carter in H&M", the idea is that all women can be all things: strong, vulnerable, sensual, maternal, fun and flirtatious. 

"I've always liked H&M's focus of 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. 

In the campaign Beyoncé is wearing key pieces from H&M that you need for a life in the sun, they include a bodycon dress, statement flowing sun dresses, and bikinis. 

Ann-Sofie Johansson, Head of Design at the company said "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"

One of the swimwear pieces, the tie-dye bikini is from this summer's H&M for Water Collection, a collection they do once a year in which 25% of sales will be donated to WaterAid. 

The campaign was shot by photographers Inez van Lamsweerde and Vinoodh Matadin, whilst the commercial element was directed by Jonas Akerlund and features a new song from Beyoncé named 'Standing On The Sun'

The full edited version of the commercial will be available to view online at hm.com from the beginning of May. 

The clothing will also be available from early May, in stores worldwide and online. 

This ties in nicely for the artist who kicks off another world tour 'The Mrs. Carter Show' this April, for which I still don't have tickets. Boo. 

I will have to settle for a piece of the collection instead.