Beyoncé is making sure she is the talk of the game this year, and there’s no better way to do so than for her face to grace billboards, tv screens and H&M stores all summer on both sides of the pond.
Following in Lana del Rey‘s footsteps, “King B” has collaborated with high street brand H&M for its summer collection and has shot a commercial exclusively for the campaign. The commercial was shot in the Bahamas last month by renowned director Jonas Åkerlund, and will feature a brand new song by Beyoncé herself entitled ‘Standing On The Sun‘.
The campaign will introduce “Beyoncé as Mrs. Carter in H&M” and will be available in H&M stores worldwide and online from the beginning of May, shortly after the superstar kicks off her sold-out Mrs Carter Show world tour. Read more below…
“I’ve always liked H&M’s focus on fun and 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,” Beyoncé says.
The 31-year-old helped the high-street fashion chain design the pieces, adding her own personal touch to the collection – which will see “the perfect bodycon dress, as well as a flowing sun dress that makes a real statement” amongst the mass of bikinis and beachwear.
H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. 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,” says Donald Schneider, Creative Director, H&M.
The campaign stills were shot by Inez van Lamsweerde and Vinoodh Matadin, with the Jonas Åkerlund-directed commercial shot at the same time. On shooting the campaign, Beyoncé said, “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”