H&M has unveiled Beyoncé Knowles as the face of its summer collection in the hope that their sales will improve following a 3% decline in sales over Christmas and the New Year. The Swedish multinational fashion retail company said that “The late spring has had a negative effect on sales, particularly in Europe and North America.“ The label’s CEO Karl-Johan Persson added:”The first quarter has been characterised by the continued challenging situation for the fashion retail industry in many of our markets.“
H&M bosses have, however, promised to continue the expansion plans into Australia and Chile despite the fifth consecutive quarterly fall in sales, and will open 350 stores by the end of the year instead of the 325 originally earmarked.
They are also hoping that this summer collection can boost sales after the successful use of various celebrities in the past including Cindy Crawford, Kylie Minogue and Gary Oldman. The former Destiny’s Child singer said: ”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 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 print and billboard images, which see Beyoncé reclining on a beach sun lounger and posing by the sea in a printed hotpants, white blouse, high-heels and bangles, were shot by Dutch fashion photographer duo Inez van Lamsweerde and Vinoodh Matadin in the Bahamas earlier this year.
The adverts will introduce the star as ‘Beyoncé as Mrs Carter in H&M‘, with the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious, while also tying in with the name of Beyoncé‘s upcoming world tour. The print adverts will launch alongside an accompanying television commercial featuring a new Beyoncé song, ‘Standing On The Sun‘.
The summer campaign, which will be available in the beginning of May in H&M stores worldwide and online, features the key pieces you need for life in the sun this summer, namely swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection.
In a couple of behind-the-scenes images of the campaign shoot, the singer is seen sitting on a pink beach chair wearing a tropical-print bustier, an orange flower in her hair and a red lip.