Beyonce Debuts Mrs. Carter Campaign

03/22/2013
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(Radio.com) The world will be seeing more and more of Mrs. Carter as H&M roll out a new summer campaign for their H&M for Water collection. The first ad featuring superstar Beyonce has been revealed, with more on the way.

She will be seen all summer long in swimwear and beachwear, including a tie-dye bikini, according to a press release from the company. Print and outdoor campaigns will present the artist as "Beyonce as Mrs. Carter for H&M" to tie into her Mrs. Carter Show world tour.

A statement from Beyonce confirms we'll see more than just print art in the course of campaign. "I've always liked H&M's focus on fun and affordable fashion," Beyonce said.

"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."

This summer look was shot in Nassau in the Bahamas and the forthcoming commercial, from the same location, was directed by Jonas Εkerlund. Check out the photo here.

Radio.com is an official news provider for antiMusic.com.
Copyright Radio.com/CBS Local - Excerpted here with permission.

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