Summer Haze: Michael Kors S/S '13 Collection

Beyoncé as Mrs. Carter in H&M - H&M Summer Collection

“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 & Vinoodh, 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. 
 

Rock the beach in ideal swimsuit

Beach season is just around the corner which means it's time to start thinking about beachwear again! Your swimwear is just as important as any other piece of clothing in your wardrobe. Here are the top swimwear trends for 2013 so if you're find it hard to pick the "ideal swimsuit", just be sure to keep an eye out for the following swimwear trends while choosing your next swimsuit.

a)Retro Swimwear

Retro or pin-up style, 2013 swimwear will have it. High waist bottoms have now become a major swim trend adopted by all designers. Structured bustier tops, nautical prints, ruffle details also evoke elements from the 40's and 50's swimwear designs.

b) Floral

Dainty, in small repetition patterns, or bigger, in vibrant colors, you will be sure to find plenty of flowers this season. The palette is mostly consisted of pinks, reds, oranges and blues.

c) Lingerie- Inspired

 

For 2013, designers blur the lines between the bedroom and the beach, bringing typical lingerie elements into their swimwear collections. Underwire tops are going to be a must for 2013, multi-straps lend a bondage feel to some swimsuits and plunging necklines in one-piece swimsuits and monokinis are sure to make it for a sexy 2013 swimwear season

d) Ocean- Inspired

The palette is filled with sea greens and deep ocean blues, in prints that have a decidedly underwater feel like a coral reef prints and wipsy watercolor brush strokes.

e) Native/Tribal

Influences such as fringe tops, ethnic inspired graphics in geometric form, feather prints or application and zigzag designs promise to be rather strong in some 2013 collections.

f) Mix-matching prints/colors

Lots of designers invested in reversible styles to allow customers to enjoy a wider variety in mix-matching. We also saw completely different solid colors in tops than those from the bottoms.