The fabulous Beyoncé will soon be seen in a series of print and TV ads for H&M, modelling the fashion retailer’s summer collection, including swimwear and beachwear.
The singer, who is about to embark on her latest world tour the Mrs Carter Show, shot the campaign in Nassau in the Bahamas, and will appear in the print and outdoor ads as ‘Beyoncé as Mrs. Carter in H&M’, embodying the idea that ‘women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious’.
Swim and beachwear pieces feature in the campaign, including a tie-dye bikini from the H&M for Water collection. The retailer will donate 25% of sales to H&M for WaterAid, an initiative which has raised an incredible £2,650,000 since 2002.
Ann-Sofie Johansson, Head of Design at H&M, said: ‘In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer. There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And, of course, there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.’
‘I’ve always liked H&M’s focus on fun and affordable fashion,’ said Beyoncé. ‘I really loved the concept we collaborated on to explore the different emotions of women represented by the four elements – fire, water, earth and wind. It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.’
The commercial will be available to view full-length online on its release, and also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online and hm.com beginning May.
The summer range will be available in H&M stores and online from the beginning of May.