|Beyonce for H&M by Inez and Vinoodh (via H&M)|
Obviously, Beyoncé is one of the most famous women in the world and must do a trillion photoshoots a month for various campaigns and editorials, but I really feel like H&M have hit on something with their declaration that "all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious". It's a contradiction which is not only reassuring and potentially empowering but for which Beyoncé is the perfect poster girl. A fresh way to look at our inclinations to tag/ label/ put people in boxes.
|Beyonce in Miu Miu (www.meltyfashion.fr)|
|Beyonce, Bow Down (www.spillitnow.com)|
|Beyonce x The Gentlewoman (thatgrapejuice.net)|
Critics might have a pop at Queen Bey for using the word "bitches" loads in her new song, Bow Down. Or even because her new tour defines her as Mrs Carter, which implies (some might argue) her asserting that she is first a wife, second a superstar global idol wonder woman- is there anything wrong with that anyway? In her interview with The Gentlewoman, Beyoncé says "there's not enough of us (female artists) that become moguls". Too true. The biggest lesson to learn from Beyoncé though is, clichéd as it may sound, do what you want, fuck the rest of them. We can't all do that on her scale but even the visual jump from elegantly minimal to tropical beach goddess to vampy Marie Antoinette (in Bow Down) is a reminder of this philosophy. Expect more of the same when the rest of H&M's campaign is released. This so much more than a girl on a beach, it's a woman on a misson.