Beyoncé is planning to keep herself very visible this year, as she has signed on to be the face of a new campaign for clothing retailer H&M.
As part of her new partnership, the global superstar will appear in television and print ads wearing pieces from the H&M summer collection. The print and outdoor billboards introduce “Beyoncé as Mrs. Carter in H&M,” a reference to her upcoming world tour.
“I’ve always liked H&M’s focus on fun and affordable fashion,” said B, who had input into the design. “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.”
The womenswear, which is described as strong, vulnerable, sensual, maternal, fun, and flirtatious, includes a fringed bikini, bodycon dress, flowing sun dress, high-waisted shorts, and sleeveless shirt.
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” said Donald Schneider, Creative Director for H&M. “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.”
Inez van Lamsweerde and Vinoodh Matadin shot the print ads in Nassau, Bahamas, while the commercial was directed by Jonas Åkerlund (“Telephone”) and features a new Beyoncé song, “Standing On The Sun.”
The collection will available in stores and online beginning in May, while Beyoncé’s “Mrs. Carter Show World Tour” kicks off on April 15.