Beyoncé Named New Face of H&M Summer Campaign


In case blowing out your speakers with her vicious dual-cut “Bow Down/ I Been On” wasn’t a boss move, consider Beyoncé being named the face of H&M’s summer campaign a checkmate.

The popular retailer shipped Bey off to the Bahamas earlier this year to get her Sasha Fierce on in the new campaign, aptly titled Beyoncé as Mrs. Carter in H&M, incorporating the name of her upcoming tour. It will also come with a new track called “Standing On The Sun,” according to Vogue. 

“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 Bey. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”

The advert images were shot by Inez van Lamsweerde and Vinoodh Matadi. The line contains swimwear and beachwear pieces that includes a bikini from the H&M for Water collection, which raises money for WaterAid.

“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” said H&M’s Creative Director Donald Schneider, . “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.”