Beautiful, bootylicious babe, Beyoncé has become the face of H&M’s summer campaign, bringing a much-needed dose of sunshine to our snowy shores. First-time Mum to baby Blue Ivy, Beyoncé is set to kick off her sold-out Mrs Carter Show World Tour on 15 April ahead of the retailer’s summer clothing collection which makes its debut in H&M stores worldwide from the beginning of May.
In line with her musical persona for this latest tour, the print and outdoor billboards featuring the singer’s 5”7 frame introduce “Beyoncé as Mrs Carter in H&M”. The campaign aims to convey all the qualities that Beyoncé herself holds true, projecting the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious.
The summer collection for H&M features swimwear and beachwear as well as a tie-dye bikini from the brand’s Water collection, with 25% of sales going to H&M for WaterAid. The singer was shot in Nassau in the Bahamas for the print campaign, while the commercial – directed by Jonas Åkerlund – presents the opposing nature of four basic elements and will be available to view in its entirety, with edited versions for TV. Beyoncé’s new song Standing On The Sun provides the summery soundtrack to the ad, with its global release set for the beginning of May both online and at hm.com.