H&M is proud to announce a new partnership for its summer campaign with superstar diva Beyoncé. The entertainer kicks off her sold out Mrs. Carter Show World Tour on April 15, and will appear in television and print ads featuring pieces from the H&M summer collection. The clothing will be available beginning May in H&M stores worldwide and online, promoted using the concept that all women can be all things: strong, vulnerable, sensual, maternal, fun, and flirtatious.
"I've always liked H&M's focus on fun and affordable fashion," Beyoncé said in a release. "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," she explained. Donald Schneider, Creative Director, H&M said the campaign embodies the essence of both Beyoncé and this H&M summer collection. "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," said Schneider.
"In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer," says Ann-Sofie Johansson, Head of Design, H&M. "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." We can't wait to check out the line, but whose even looking at the clothes? Beauty gurus, aren't you stuck on Beyoncé's beautifully bronzed legs, her gorgeous classic red lip and nails, impeccable skin, and flawless hair? Love!
The campaign images were shot in Nassau in the Bahamas by photographers Inez & Vinoodh, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online and hm.com beginning May.
