Beyoncé as Mrs. Carter in H&M video released

H&M cleverly chose global superstar Beyoncé as a brand ambassador. Having done the Super bowl and now in the midst of her tour (as well as on the cover of British Vogue) she's the perfect of-the-moment women's woman to star in a clothing line. This video begins with a credit saying "Beyoncé as Mrs Carter". Conveniently this is the name of her tour (which I am going to on Friday next week). However does this imply that, as she has previously created the character Sasha Fierce, she is now playing the role... of a wife? Just a wife? Nothing else? It is a bit of a mixed message when it comes from the "independent woman" that constantly pushes us females to "do it for ourselves". I'm sure it is only a harmless indication that she, as a woman, is in the next stage of her life, a new chapter so to speak. But to suggest that this next chapter is her stepping into a person that only holds the identity of association to her husband does not sit well with me.

Moving on to the video: Ah, these marketing gurus are smart, aren't they? I mean using a new single of Bey's in a much anticipated ad campaign - genius. It's always a delight to watch the singer dance authoritatively however the decision to film said video on a beach and with a beach theme means that actually there is very little clothing featured; an abundance of bikinis, for sure, but only a couple of dresses and the odd skirt. Nevertheless, those sartorial pieces that did make the cut include lively, mouth-watering, summery prints and some seasonally appropriate beaded decoration. Not sure whether or not the feather head piece will be in store, I fear it might be difficult to carry home on the tube. For those of you eager to find out the collection will launch in store on May 2nd. I would also like to add that I much prefer Mrs Carter with her natural dark brown hair. What do you think? Do you like the video? The song? ...The clothes?

Video available to watch on youtube, Images courtesy of,

This entry was posted on Friday, 26 April 2013 and is filed under ,,,,,,,,. You can follow any responses to this entry through the RSS 2.0. You can leave a response.

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