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Beyoncé Discusses New H&M Campaign

Klaudia//April 19, 2013
Today marks the start of Beyoncé's sold-out Mrs. Carter Show World Tour, but it's not the only thing the superstar launches this season. She's also got a huge campaign for H&M, shot in the Bahamas and featuring her new song, "Standing on the Sun," available on hm.com this May. One special piece Beyoncé models in the ads? A tie-dye bikini that's part of the H&M for Water collection, which donates 25% of sales to the international charity WaterAid.

Despite her busy (and oh-so-fabulous) life, Beyoncé told ELLE.com about her newest campaign. There are also two exclusive behind-the-scenes images from the fashion shoot, where legendary photographers Inez & Vinoodh and filmmaker Jonas Åkerlund collaborated with the pop star.

ELLE: Tell us about your experience shooting the campaign for H&M.
Beyoncé: I loved shooting the campaign in the Bahamas. We shot on a beach outside of Nassau and the weather was perfect. The shoot was filled with vibrant colors and was inspired by the glamour of the late '70s.

ELLE: How was it to work with the director Jonas Åkerlund?
Beyoncé: It was incredible to work with Jonas again. We had a great time shooting the TV commercial for the Mrs. Carter Show World Tour, so I was looking forward to working with him again. He has such a great imagination and I love seeing his visions come to life.

ELLE: Where does your own fierce and fabulous style come from?
Beyoncé: Well, thanks for the compliment! I think my style comes from watching my mother from the time I was a little girl. She was so stylish. She was the first person I saw mix high-end pieces with more accessible styles and make it all work. I'm also inspired by my sister ; I love her bold approach.

Beyoncé’s Stylist On Her Evolving Fashion

Klaudia//April 4, 2013
Beyonce Knowles' stylist, Ty Hunter, says that the singer makes his job "so easy" - because she has the ability to make everything look good. Having worked with the Vogue cover girl since her Destiny's Child days, he has been responsible for the outfits in all her many music videos, as well as her more glamorous red carpet attire.

"Her style has evolved - she's a trendsetter," he said. "We haven't done it yet, but I think that she could just throw a trash bag on and make it look amazing. My job has been so easy because she's an amazing person with an amazing spirit and she just knows how to carry anything that you put on her and make it sell."

The pair worked closely together on Knowles' new Pepsi MAX advert, which looks back at the various fashion makeovers that she's undergone throughout her extensive career - from the pink bejewelled Bootylicious ensemble, to that black Single Ladies leotard.

"I was just in awe going back through some of the old looks, like Crazy in Love, reflecting back on costumes that were 11,12 even 13 years old. It's amazing to see her back then," he said. "We were watching it together like, "Oh, the Bootylicious costume! Oh, the Deja Vu costume!" The whole concept is really cool - it allows people to really see everything that she's accomplished. We're constantly on the go and thinking about the next project and the next project, so to actually see everything we've done in one body of work is really awesome."

Beyonce Previews "Grown Woman" In Pepsi Commercial

Klaudia//April 4, 2013


Beyoncé and Pepsi take the ultimate trip down memory lane, only to realize the excitement of the moment is NOW in a new global advertising campaign unveiled today. The creative collaboration, mutually developed by Beyoncé and Pepsi as part of the previously announced global partnership, debuted at 9:00am EDT/2:00pm GMT in a special digital premiere on www.youtube.com/pepsi, followed by airings in more than 70 countries worldwide beginning on April 4th. The spot, which will be seen by more than a billion people, also features “Grown Woman,” an infectious new Timbaland-produced track, which will reportedly be available on iTunes next Monday, April 8th. According to Billboard, the song will be featured on the singer's new album but isn't the first official single.

The global partnership is the next iteration of Pepsi’s “Live for Now” brand spirit, which encourages fans to embrace the NOW and be at the epicenter of, and helping to define, pop culture – a mindset shared by both Beyoncé and Pepsi. It is also the current cornerstone of Pepsi’s breakthrough, global music strategy which supports emerging, rising and iconic stars alike by providing them with truly global reach, promotional support and innovative resources, such as “The Pepsi Opening Act” platform, and offers fans extraordinary, unforgettable music and experiences.

Beyonce to release a new single tommorow!

Klaudia//April 3, 2013
A rattling tribal beat and a stunning shot of Beyonce flicking her wrist? Why yes, that is all the sustenance we needed today.

After instructing all of us to “Bow Down,” Beyonce has dropped a teaser video for her new single, or new video, or new announcement, or new album, or new tour (who really knows, at this point? Let’s assume it’s a single, though), which is coming tomorrow, April 4, at 9AM ET. All it says is “#BeyHereNow.” So you know what? We will.

It’s also worth noting that Beyonce married Jay-Z on April 4, 2008, which means tomorrow marks the couple’s five-year anniversary. Still, that doesn’t mean she’s just his little wife. Right?

Watch the video below and check back tomorrow to find out if Beyonce is going to save pop music, or whatever.

UPDATE: Sony Music Ireland confirmed that the video is a teaser of Beyonce's Pepsi TV spot and as you probably know, her new single will be featured in the commercial! Can't wait!

Beyoncé For H&M Confirmed

Klaudia//March 21, 2013
H&M is proud to announce a new partnership for its summer campaign with global superstar Beyoncé. The entertainer, who kicks off her sold out Mrs. Carter Show World Tour on April 15, will appear in television and print ads featuring pieces from the H&M summer collection. The print and outdoor billboards introduce "Beyoncé as Mrs. Carter in H&M”, the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. The clothing will be available beginning May in H&M stores worldwide and online.

“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,” says Beyoncé.

“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. It was amazing to watch her on the shoot make it all look effortless – a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer,” says Donald Schneider, Creative Director, H&M.

“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” says Ann-Sofie Johansson, Head of Design, H&M. “There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.”

The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000.

The campaign images were shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online and hm.com beginning May.

Beyonce Is All About Giving Women Confidence

Klaudia//March 11, 2013
Beyonce the beautiful appeared in the L’Oreal X Marie Claire ‘Women Wishes’ campaign to celebrate International Women’s Day (March 8), looking as gorge as ever. The spot is black and white, which only serves to further highlight her physical flawlessness, and she talks about how one of the most fulfilling things she can do is to empower other women. That’s a queen right there for you!

“I am all about giving women confidence and I know sometimes you wake up in the morning and don’t feel like the best version of yourself,” Bey, a L’Oreal pitchwoman, says. “It’s great to know I am a part of something that helps bring out the inner confidence and beauty in women.”

She shared her morning mantra, saying, “Before I have to be on is actually telling myself I’m worth it, I deserve this, I’m a diva, I’m strong.”