Get Ready to Have a Rockin’ Summer With H&M and Beyonce!
Beyonce and H&M are teaming up for the retailer’s summer campaign for fun, fun, fun, in the sun, sun, sun. Yowza!
And the newest face of H&M is… Beyonce!
H&M announced today that they have teamed up with the singer for their summer campaign. Bey will appear in television and print ads announcing her as “Beyonce as Mrs. Carter in H&M” (a nod to her Mrs. Carter Show world tour, which kicks off on April 15) and featuring swimwear and other beachy piece. Also included is a tie-dye bikini from the 2012 H&M for Water collection, which donates 25 percent of sales to the H&M for WaterAid initiative. The clothing will hit H&M stores worldwide as well as the retailer’s website in May.
Said H&M’s Head of Design, Ann-Sofie Johansson, “In the campaign Beyonce is wearing key pieces from H&M you need for life in the sun this summer. 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 Beyonce herself had input into the design, and they are full of her own personal style.” Style tips from Beyonce? We’ll take it!
Apparently the idea behind the campaign, which was shot in Massau in the Bahamas (jealous yet?), is that women “can be all things: Strong, vulnerable, sensual, maternal, fun, [and] flirtatious.” Noted H&M Creative Director Donald Schneiber, “H&M’s summer campaign starring Beyonce 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. The campaign is the essence of Beyonce, and also the essence of H&M this summer.”
For her part, Bey has “always liked H&M’s focus on fun, affordable fashion.” She continued, “I really love 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.”
We don’t know about you, but we can’t wait until the campaign drops. Eye candy, much?
Lucia Peters is BettyConfidential’s senior editor.