buzzz worthy. . .
Beyonce is the new face of the H&M.
Attracted to the appeal of the entertainer's global brand, the Swedish retailer chose Beyonce as the featured model for their summer collection. Beyonce will appear in all ads with the print and outdoor billboards introducing her as "Beyoncé as Mrs. Carter in H&M.” She will represent the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. Here is more on the "fashionable" collaboration via press release:
Beyonce is the new face of the H&M.
Attracted to the appeal of the entertainer's global brand, the Swedish retailer chose Beyonce as the featured model for their summer collection. Beyonce will appear in all ads with the print and outdoor billboards introducing her as "Beyoncé as Mrs. Carter in H&M.” She will represent the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. Here is more on the "fashionable" collaboration via press release:
“I’ve always liked H&M’s focus on fun and 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. It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,” says Beyoncé.
“H&M’s summer campaign starring Beyoncé 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 Beyoncé, and also the essence of H&M this summer,” says Donald Schneider, Creative Director, H&M.
“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” says Ann-Sofie Johansson, Head of Design, H&M. “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 Beyoncé herself had input into the design, and they are full of her own personal style.”
The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000.
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 and hm.com beginning May.
The summer collection will be available beginning in May in H&M stores worldwide and online.
Beyonce will kick off her sold out world tour on April 15.