H&M is pleased to announced that global superstar Beyonce is now the face of H&M’s Summer 2013 campaign. Beyonce recently sold out her Mrs. Carter Show World Tour on April 15, and will appear in television and print ads featuring pieces from the H&M summer collection. 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. The clothing will be available beginning May in H&M stores worldwide and online.
“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.
Donald Schneider, Creative Director at H&M 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”.
The summer campaign features swimwear and beachwear pieces including 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. The H&M initiative with WaterAid has raised £2,650,000 since 2002.
On top of the campaign images, a video commercial was directed by Jonas Akerlund, highlighting the opposing nature of the four basic elements 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.
Watch the video here:
