Just like Rihanna for RIVER ISLAND, Beyonce partners with the Swedish retailer's H&M, for their summer collection and has been officially confirmed a
representative for the brand. "H&M's summer campaign starring Beyoncé is an epic fantasy,
with glamour, drama and also a sense of paradise, inspired by her individual style and also the essence of H&M this summer. If you trace back since the time of Destiny's Child you would agree with me that,Beyonce has always had that fire,daring,edgy and appealing sense of style and the good thing is: she knows it and she damn carries herself so well. One word:Never Ever Forget Your Self Esteem always carry it like you never forget to cloth yourself. The singer expressed herself in her words:
"I've always liked H&M's focus on fun 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," said Knowles. "It was a beautiful
shoot on a tropical island. It felt more like making a video than a
commercial."
