High street retailer H&M has revealed Beyoncé will be the face of the Swedish chain’s global summer campaign.
It was rumoured that Beyoncé would be starring in H&M’s summer campaign as far back as January of this year when one of her dancers accidentally let slip on Twitter. The deal sees Beyoncé lend her clout to yet another brand, she’s already the brand ambassador for Pepsi.
Shot on location in the Bahamas, the campaign includes a TV ad directed by Jonas Åkerlund featuring a new song from Beyoncé as the soundtrack. Supporting images for the campaign were shot by photography duo Inez van Lamsweerde and Vinoodh Matadin. The print and outdoor ads will feature a reference to Beyoncé’s sell-out world tour, The Mrs. Carter Show, which starts on 15 April.
Beyoncé commented: “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.”