I can’t imagine how much cake H&M had to shell out to get Queen B to endorse their swim wear line, but I’m elated they went in this direction and not into Kate Moss anorexia-ville.
Beyoncé said of the campaign: ‘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.’
