TODAY | May 31, 2013
>>> new reports say beyonce refused to have photos for her new ad campaign touched up in any way which is commonplace in the industry. this bucks that practice of using computers to enhance the images we see every day. nbc 's mara schiavocampo has more.
>> reporter: in her new ad campaign for h&m, superstar beyonce is the picture of summer style and as it turns out, the face of natural beauty. these pictures were reportedly completely raw images, not perfected by photo retouching, virtually unheard of in the fashion industry . beyonce allegedliarded h&m to use the unaltered pictures from her recent ad shoot for the summer 2013 collection after they digitally slimmed her famous curves. all the single ladies."
>> reporter: according to "the sun" the single ladies singer wanted a more natural look.
>> it's important to present a relatable persona. it's no surprise we see beyonce in a relatable national state .
>> reporter: in a statement, h&m tells nbc news "our purpose has always been to portray beyonce as the strong and beautiful woman she is. both parties are happy with the images." beyonce has long embraced her individuality recently telling "shape" magazine not everyone is supposed to be the same. be crewly happy with the beautiful things that make up who you are. in recent weeks, in a new ad campaign , gisele bundchen didn't get hair or makeup and was fine with the creative director 's idea not to retouch the pictures telling a fashion blog women should be really real and raw, our imperfections are what make us unique and beautiful.
>> this is a growing trend that women are embracing their natural beauty, more and more celebrities want to see more raw unedited versions of themselves.
>> reporter: h&m's ceo said the swedish retailer wants to portray more realistic women. real beauty reflected in real pictures. for "today," mara schiavocampo, nbc news, new york.