Geek on a Beach

A string bikini can only hide so much. The photographs for Beyoncé’s H&M summer campaign, the “Beyoncé as Mrs. Carter in H&M” swimwear collection, were recently spotted in the Dutch edition ofElle magazine revealing an impossibly fit frame sporting a series of flirty, brightly coloured bikinis.
The skimpy frocks are exactly what you’d expect from a swimwear line: bold colours, pattern blocking and geometric shapes – solid, go-to choices for those looking to turn heads this summer.
The accompanying television commercial shot by “Telephone” video director Jonas Åkerlund in the Bahamas, will feature “Standing On The Sun,” a brand new single by the pop icon. The ads will officially debut next month in the UK and America, and they, like the collection itself, are inspired by nature’s four elements – earth, fire, wind and water. 
Swimwear collections presented during fashion week in Sao Paulo and Australiathis season also sourced ideas for graphic prints from the natural world. Liana Thomaz of Agua De Coco used Brazil’s rainforest as the blue print for her Spring 2014 collection, while models walking for We Are Handsome in Australia rocked pieces with desert landscapes and blown-up tiger prints. READ MORE