Beyonce is planning some fun in the sun with H&M this summer. Her rumored partnership with the fashion retailer is now confirmed, and the first image from her H&M campaign has been released.
“In the campaign, Beyonce is wearing the key pieces from H&M you need for life in the sun this summer,” Ann-Sofie Johansson, Head of Design at H&M, says, via MTV Style. Vogue learned from a representative for the brand that Beyonce gave her “personal input on the pieces seen in the campaign.”
Beyonce adds, “I’ve always liked H&M’s focus on fun 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.”
Inez van Lamsweerde and Vinoodh Matadin shot the print and billboard images in the Bahamas, and they showcase H&M’s summer swimwear and beachwear items. Beyonce will be introduced in ads as “Beyonce as Mrs. Carter in H&M,” the name tying into her “The Mrs. Carter Show World Tour” starting in April. A TV commercial directed by Jonas Akerlund will also be released that features Beyonce’s new song “Standing On The Sun.”
This new H&M collection is slated to be released in the beginning of May.