The star of H&M’s summer campaign was announced last week, and fans of fashion and music were thrilled to hear Beyoncé would be taking the centre stage. The entertainer, who kicks off her sold out Mrs. Carter Show World Tour on April 15, will appear in television and print ads featuring pieces from the H&M summer collection.
The collection, worn by Beyoncé in the campaign, will be available in stores beginning in May, and will feature beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. The initiative, which sees 25% of sales from the H&M for Water collection donated, has raised over $4 million since 2002.
The campaign images were shot in Nassau in the Bahamas by photographers Inez & Vinoodh, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online at hm.com in May.
If Beyoncé for H&M is news to you, then you have to check out our Twitter. We wrote about it back in early February.
Update: Here are some photos from the campaign shoot.