"Beyoncé as Mrs Carter in H&M"

Beyonce is the new face of H&M and I'm impressed. When the collaboration was first announced back in January, I wasn't quite sure what to expect. I love Beyonce but was really disappointed by the recent advert with Pepsi- it feels like someone who has always been incredibly private is becoming in-necessarily commercialised.

However, Beyonce appears naturally in the campaign and it feels as if she has produced a line that is down to earth, epitomising her individual style. Beyonce commented:

"I've always liked H&M's focus on fun 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," said Knowles. "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial".

The pieces are elegant, classic and symbol. My favourite is by far the two-piece tie-dyed with greens and whites. The cover ups are gorgeous too and I'm looking forward to seeing the collection in store over the coming weeks!