Fashion retailer H&M has today unveiled vocal superstar Beyoncé Knowles as the face of its summer collection.
Partnering with the Swedish retailer for its latest campaign, Knowles will feature in advertising across print and TV wearing pieces from H&M’s latest collection, many of which benefitted from the star’s design input.
“I’ve always liked H&M’s focus on fun and affordable fashion,”Knowles said.
“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.”
Available at stores worldwide from May, the collection contains swimwear and beachwear, including a bikini from the H&M for Water collection, which donates 25 per cent of its sales to ‘H&M for WaterAid’, a charity which has received over £2.65 million from the retailer’s fundraising since 2002.
Shot in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, the ad was directed by Jonas Åkerlund and focuses on the synergy between the four natural elements.
Knowles’ new track ‘Standing On The Sun’ will appear in the ad, which will also be available to view online.
Commenting on the partnership, H&M’s Creative Director Donald Schneider said: “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.”