Swedish multinational fashion chain H&M has revealed first pictures of its swimwear campaign fronted by Beyonce Knowles. It's earth, wind, fire and water apparently, and Beyonce loves it.
The retailer heads to the home of swimwear later this year, but has yet to reveal a date for its Australia store launch. H&M is one of several international clothing giants entering the local market, led by Topshop's launch last year.
Knowles, naturally, dons several colourful bikinis for the online, TV and print campaign that will first air online in May on H&M's website.
'Beyonce as Mrs. Carter in H&M', references the singer's married name after wedding rapper Jay Z (Shawn Corey Carter) in 2008. The campaign ties in with the launch of her Mrs. Carter Show World Tour, which kicked off in Serbia yesterday.
H&M said the star worked with its in-house design team to create the pieces. Knowles said the concept explored "different emotions of women represented by the four elements - fire, water, earth and wind", which she "really loved".
Tying in with the water element, 25% of sales of the collection will be donated to H&M's long-time charity partner, WaterAid, which provides disadvantaged communities with access to safe water.
Images sourced from Vogue.co.uk.
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