Monday, 20 May 2013


On the 2nd of May H&M launched the “Beyoncé as Mrs. Carter” collection in stores worldwide and online. The summer campaign featured swimwear and beachwear pieces, including a pair of high-waisted shorts, a body-con dress and a flowing beach gown. The collection was themed around the four elements of earth, air, fire and water, which are depicted, in rich colours and beautiful prints. Beyoncé says her favourite styles include the beaded shorts and the landscape print scuba dress. These ensembles sold out fast - just like tickets to Mrs. Carter’s shows.

H&M will be donating 25% of sales from the H&M water collection to WaterAid, who are dedicated to improving access to clean water and hygiene for the world’s poorest people. 

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