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Beyoncé the new face of H&M

9:31 PM, Mar 21, 2013   |    comments
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(NBC NEWS) -- In between creating new music, prepping for her upcoming world tour, singing at the inauguration of President Obama, headlining the half-time show at the Super Bowl, releasing a self-focused documentary and annoying Rush Limbaugh, Beyoncé somehow managed to find the time to shoot an ad campaign for global clothing retailer H&M.

The chain announced Thursday that Blue Ivy's mom and Jay-Z's wife will star in their latest ad campaign wearing items from the summer range, some of which she helped create. According to H&M, Beyoncé worked with the in-house design team to come up with special pieces that are perfect for those hot summer days.

"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," Beyoncé says of the collaboration.

Shot in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, the campaign will also feature a video directed by Jonas Åkerlund that, according to E! News, will feature a new song by Beyonce titled "Standing on the Sun."

25 percent of sales of certain garments within the range will be donated to H&M for Water - the brands initiative with WaterAid. The collection is slated to arrive in stores in May. Beyoncé's Mrs. Carter World Tour kicks off in Europe on April 15 and lands in the USA on June 28.

 

NBC News

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