Beyoncé models for H&M

As I sit here wearing my H&M Sarah Lundesque knitted jumper, I hear that Beyoncé is the new face of Swedish brand H&M.  The summer campaign shows the singer looking very sultry and beautiful wearing exotic swimwear on a tropical beach (definitely not a Scandi image)! Impressive how well H&M has done since it was founded in 1947, in the little town of Västrås, close to Stockholm, where my mum in fact grew up.  H&M is good fashion- up-to-date, affordable and fun; it doesn’t last forever but you don’t really care at that price.

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