You might have heard of H&M‘s latest face.
The Swedish high street giant has tapped Beyoncé to front its summer campaign. The superstar will feature in print ads and commercials timed to her latest tour, “The Mrs. Carter Show,” kicking off on April 15. Billboards will proclaim “Beyoncé as Mrs. Carter in H&M.” The commercial will feature a new Beyoncé track, “Standing On the Sun.”
“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.”
Beyoncé lent more than just her face to H&M’s summer collection–she also had a hand in designing it.
“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer… 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,” Ann-Sofie Johansson, Head of Design for H&M said in a release. “What makes these pieces even more special is that Beyoncé herself had input into the design.”
Of course the campaign is not exactly a surprise as one of Beyoncé’s backup dancers, Kimberly Gipson, tweeted about the campaign when H&M was shooting it back in January.
The campaign was shot in Nassau in the Bahamas and was photographed by Inez van Lamsweerde and Vinoodh Matadin. The commercial was directed by Jonas Åkerlund.