When it seems that a giant Swedish retailer H&M couldn’t get any better, it proves my thought wrong: for this summer H&M is collaborating with a worlds superstar.
The face of H&M’s summer campaign this year will be Beyoncé. She says that “I have always liked H&M’s focus on fun and affordable fashion”. The concept that Beyoncé and H&M are collaborating on explores the different emotions of women represented by the four elements – fire, water, earth and wind.
She will feature in print ads as well as commercials. The campaign was shot in Nassau (Bahamas), where Beyonce is wearing the key pieces from H&M’s summer collection – bodycon dress and flowing sun dress. In addition to this, it seems she did not only lent her beauty and face – she has also helped in the design process creating summer pieces for H&M.
Besides, H&M has currently been putting a lot of attention on sustainability issue in a fashion industry. A Swedish retailer has currently initiated recycling initiative and has just released its annual sustainability report which this year seems to be the most informative. The company has revelaed details about the sustainability within the manufacturing processes as well as usage of eco-friendly materials.