Beyoncé’s H&M Campaign
After already inking a massive deal with Pepsi, a global superstar is announcing her latest partnership. Beyoncé, 31, has just been named as the new face of H&M’s department store’s summer campaign. The songstress will appear in television and print ads for the company and the clothing will be available at the beginning of May in H&M stores worldwide.
“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,” said Beyoncé about her new campaign. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial. “Donald Schneider the Creative Director at H&M also spoke on his new ties to the beauty and mother to baby Blue Ivy.
“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.”
The campaign will feature Baddie Bey donning key pieces including a bodycon dress, a sun dress and a series of bikinis that she had a hand in designing.
Check out Bey’s H&M promo photos below shot by photographers Inez van Lamsweerde and Vinoodh Matadin. -danielle canada
