Mar

25
2013

What's New, What's Hot: Beyonce for H&M, Patrick Robinson Signs on at Armani Exchange

Beyonce for H&M
H&M's Summer 2013 ad campaign is not to be missed--the fast fashion retailer worked with Beyoncé for the television and print ads, shooting the superstar in the Bahamas!  The print and outdoor billboard photos were shot by Inez van Lamsweerde and Vinoodh Matadin and the commercial was directed by Jonas Åkerlund, with both featuring pieces from the H&M summer collection .  The singer, who is also wife to rap megastar Jay Z and mother to their daughter Blue Ivy, is introduced in the ads as "Beyoncé as Mrs. Carter" to suggest that women can be strong, vulnerable, sensual, maternal, fun, and flirtatious. "H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise," H&M Creative Director Donald Schneider said. "The campaign is the essence of Beyoncé, and also the essence of H&M this summer." The ad above is clearly hot, hot, hot--we can't wait to see the rest of them!

Patrick Robinson
Patrick Robinson is back to working with a big brand again, having just signed on as Creative Director for Armani Exchange. The former Creative Director for Gap, who was considered "too high fashion" for the denim-and-khakis-centric chain, will be responsible for product development and creative direction in marketing areas, among other things. This will be the first time in the label's history that it will have a name other than Giorgio Armani's  behind it.  Robinson is no stranger to the Armani aesthetic--he was previously a design director for Giorgio Armani back in the 1990s, and helped the company's "Collezioni" line become more profitable. Congrats to Patrick!

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