H&M has partnered with entertainer Beyoncé for their Summer Campaign. Bey will be featured in television and print ads rocking pieces from the H&M Summer Collection inspired by her personal style. The print and outdoor billboards introduce “Beyoncé as Mrs. Carter in H&M”, the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious.
“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. It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,” says Beyoncé.
“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,” says Donald Schneider, Creative Director, H&M.
Beyoncé worked with H&M’s in-house design team to create the perfect pieces for the heat of summer. The campaign features garments such as a bodycon dress and a flowing sundress and swimwear and beachwear pieces including a fringe bikini as well as a tie-dye bikini from this Summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000.
The campaign images were shot in Nassau, Bahamas by photographers Inez & Vinoodh, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements in music video style and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online and hm.com beginning May.