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summer campaign

Beyoncé shows off her incredible figure in the new H&M Summer campaign, wearing a variety of tiny two-pieces.

Beyoncé, 31, displays her washboard abs and hourglass figure as she smoulders for the camera in the new shots.

From a yellow halterneck bikini to a black fringed number and a tie-dye two-piece, the singer looks picture perfect in every image, shot by Inez van Lamsweerde and Vinoodh Matadin.

Beyoncé shows off her incredible bikini body in the new H&M Summer campaign

Beyoncé shows off her incredible bikini body in the new H&M Summer campaign

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.”

Donald Schneider, Creative Director of H&M, said: “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.”

Ann-Sofie Johansson, Head of Design for H&M, added: “In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer.

“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 images of Beyoncé, which will be featured on billboards and editorial adverts worldwide, see her billed as Mrs. Carter in H&M – referring to the star’s upcoming Mrs. Carter world tour.

The new H&M campaign will hit stores and online from May, and features swimwear and beachwear pieces as well as a tie-dye bikini from the H&M for Water collection.

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