BEYONCÉ KNOWLES is the new face of H&M, and we have the full campaign to share exclusively for the first time. The singer stars in the Swedish retailer’s new high summer adverts, modelling a series of bikinis and beachwear inspired by her individual style. The singer also gave “personal input on the pieces seen in the campaign”, confirmed a representative for the brand.
The print and billboard images – which see her reclining on beach sun lounger and posing in swimwear by the sea – were shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas earlier this year. The adverts will introduce the star: “Beyoncé as Mrs Carter in H&M” – tying in with the name of her upcoming world tour.
“I’ve always liked H&M’s focus on fun affordable fashion. 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,” said Knowles. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
The summer campaign features swimwear and beachwear pieces – including a bikini from the H&M for Water collection, which raises money for WaterAid. The print adverts will launch alongside an accompanying television commercial – featuring a new Beyoncé song, Standing On The Sun.
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” said Donald Schneider, H&M’s creative director. “It was amazing to watch her on the shoot make it all look effortless – a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer.”
It was first reported that the singer would be partnering with H&M back in January – which is when the shoot took place – after one of the star’s dancers accidentally revealed the news on Twitter.
Gently via Vogue