Back in January, after images from a set in the Bahamas leaked, rumors of Beyoncé collaborating with retail giant H&M set the net ablaze. At the time, neither party would confirm nor deny the claims, but today we finally have our answer: Beyoncé will in fact be the face of the clothing juggernaut’s summer ad campaign, aptly titled ”Beyoncé as Mrs. Carter in H&M” (a nod to her upcoming world tour).
The superstar mom will be appear in print ads, TV commercials, and billboards, sporting looks she helped design.
“They are full of her own personal style,” said Ann-Sofie Johansson, head of design at H&M. What can you expect? “The perfect bodycon dress”, a beach gown with a thigh high slit, high-waist shorts, and a sleeveless shirt. In the ads, we see Mrs. Carter sporting a tie-dye bikini; a quarter of the sales will be donated to WaterAid.
Inez van Lamsweerde and Vinoodh Matadin were the photographers who snagged the high profile gig, while Jonas Åkerlund served as the director of the commercial featuring the singer’s new song, “Standing on the Sun.” Beyoncé 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 the four elements – fire, water, earth and wind.” She continued, “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
What do you think? Will you be buying?