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King Bey is the new face of H&M.  The two power houses will be presenting beachwear and swimwear, availble to consumers this May.  The songtress infused the design process with her ideals of femininity.  She stated,  "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."

The collection will be a part of H&M's Water Collection, that raises money for the organization Water Aid.  You have to love fashion that GIVES BACK.  

The campaign will include print ads, bill boards, and a commercial featuring Beyonce's upcoming single. "Standing on the Sun".

I think it's great that Beyonce has teamed up with a retailer that is shopped by teens, college students, and young professionals.  I think this collaboration with H&M may have a little more buzz than Beyonce's House of Deron Apparel.  What are your thoughts?