The fact that Swedish retailer H&M is prospering season after season can hardly be denied. After debuting their fashion show in Paris Fashion Week, the brand scores another important deal, this time with global superstar Beyoncé. The Beyoncé for H&M news has been already confirmed and today the famous high-street retailer announced on their blog that Beyoncé will appear in the print and TV ads promoting the new pieces from the H&M summer 2013 collection! Moreover, the new H&M clothing pieces modeled by Beyoncé bear a piece of her own personal style.
The new H&M summer 2013 campaign featuring Beyoncé was shot in the sunny Bahamas by Inez van Lamsweerde and Vinoodh Matadin. The billboard ads introduce “Beyoncé as Mrs. Carter in H&M”, which refers to the star’s Mrs. Carter Show World Tour that kicks off on April 15.
Talking about her deal with H&M, 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. It felt more like making a video than a commercial.”
H&M’s Creative Director, Donald Schneider explains the new H&M summer 2013 campaign the following way: “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.”
In the H&M summer 2013 campaign, Beyoncé is sporting gorgeous swimwear and beachwear pieces, bodycon dresses, sundresses and much more. What makes this collection so special is that “Beyoncé herself had input into the design, and they are full of her own personal style.”
The TV commercial of the new H&M summer 2013 campaign also features a new Beyoncé song, Standing On the Sun. The cool Beyoncé-inspired H&M summer 2013 collection will hit the international H&M stores in the beginning of May! Stay tuned to learn more news and see more photos from the campaign!
Photos courtesy of H&M