BEYONCÉ KNOWLES has partnered with H&M for summer. The singer stars in the Swedish retailer’s new campaign, modelling pieces inspired by her individual style. The singer also gave “personal input on the pieces seen in the campaign”, confirmed a representative for the brand.
The print and billboard images – which see her reclining on beach sun lounger and posing in swimwear by the sea – were shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas earlier this year. The adverts will introduce the star: “Beyoncé as Mrs Carter in H&M” – tying in with the name of her upcoming world tour.
“I’ve always liked H&M’s focus on fun 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 Knowles. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”