She starts her Mrs. Carter tour in less than a month, and from the beginning of May we can enjoy the sight of Beyoncé as the fresh face of H&M.
It has been confirmed that the pop icon will feature in the global summer campaign of the Swedish fashion retailer.
Beyoncé -who is also said to have had some input in the designs- was shot shot by Dutch photographers couple Inez van Lamsweerde & Vinoodh Matadin in the tropical surroundings of Nassau, the Bahama’s capital.
Jonas Åkerlund was responsable for directing the campaign video featuring B’s new summery song ‘Standing On The Sun’. The commercial highlights the opposing nature of the four basic elements.
About the collaboration Beyoncé says: “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,” says Beyoncé. “It felt more like making a video than a commercial.”