Back in January rumors surfaced that music and fashion icon Beyoncé Knowles was partnering with Swedish retailer H&M on a new project. One of the star’s dancers accidentally revealed the news on Twitter. Well, those rumors have been confirmed and they are true! The singer has announced that she will be the newest face of H&M. This launch will happen synonymously with her world tour, the Mrs. Carter Show, on April 15th. Beyoncé will be featured on the H&M billboards and print ads with the title “Beyoncé as Mrs. Carter in H&M.”
Beyoncé told Elle.com in a recent interview “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 H&M campaign was shot by Inez van Lamsweerde and Vinoodh Matadin in Nassau, Bahamas and directed by Jonas Åkerlund. Shots featuring Beyoncé reclining on a sun lounger in a bikini by the ocean were the first images to be released. The print advertisements are to be launched with an accompanying television commercial. Also featured in the commercial is a new Beyoncé song called Standing On The Sun.
A lovely highlight of the collection is a tie-dye bikini from the H&M for Water line. 25 percent of sales for that bikini is to be donated to WaterAid, which provides clean water access to children in Africa and Asia. The complete collection will be available in stores this May.
H&M has had a history of top celebrity endorsements. The most recent campaign faces for the brand include Lana Del Rey and David Beckham.