Queen Beyonce Is the New Face of H&M
And just like that, no other celebrity-fashion collaboration news matters. Beyoncé, unarguably the sexiest woman of the century, has teamed up with H&M for its latest summer campaign. The project is called "Beyoncé as Mrs Carter in H&M" and coincides with the launch of her sold-out Mrs. Carter Show World Tour on April 15th. "H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise," says Donald Schneider, creative director at H&M. "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." Epic fantasy, indeed.
In addition to print and outdoor billboards lensed by famed photographers Inez van Lamsweerde and Vinoodh Matadin in the Bahamas, an H&M-clad Bey will appear in television ads directed by Jonas Åkerlund and—wait for it—will feature a new jame by the global superstar called "Standing on the Sun." “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," says Beyoncé in a release from the brand.