Beyoncé Knowles has been unveiled as the star of H&M’s Summer 2013 campaign.
The entertainer, who kicks off her sold-out Mrs. Carter Show World Tour on April 15, will appear in television and print ads which were shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund, featuring pieces from the H&M summer collection.
The print and outdoor billboards introduce “Beyoncé as Mrs. Carter in H&M”, with the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious.
The swimwear and beachwear pieces which feature in the collection will be available in H&M stores and online worldwide in May.
Beyoncé said, “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.”
“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, H&M’s Creative Director.
Credit: Inez van Lamsweerde and Vinoodh Matadin for H&M