Being the new face of H&M, Beyoncé Knowles stars in the Swedish retailer’s new summer adverts, modelling a series of bikinis and beachwear inspired by her individual style. The American singer also gave “personal input on the pieces seen in the campaign,” according to a representative for the brand.
The print and billboard images, which were shot by Dutch fashion duo Inez van Lamsweerde and Vinoodh Matadin in the Bahamas earlier this year, see Beyoncé reclining on a beach sun lounger and posing in swimwear by the sea. These adverts will introduce the star as ‘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 Beyoncé. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.“
H&M’s summer campaign features swimwear and beachwear pieces, including a bikini from the H&M for Water collection, which raises money for WaterAid. The campaign’s 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 H&M’s creative director Donald Schneider. “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.“
H&M’s print and billboard images and the TV commercial can be seen below:
