It’s still wintry in Sweden, but that country’s most famous retailer, H&M, tapped Beyoncé to heat up its summer advertising push. The recording artist is to appear in television commercials, print ads and billboards – and she also had a hand in designing looks in the collection.
“They are full of her own personal style,” said Ann-Sofie Johansson, head of design at H&M. Items include what’s described as “the perfect body-con dress,” a beach gown slashed to the thigh, high-waist shorts and a sleeveless shirt. In one of the ad images, Beyoncé wears a tie-dye bikini from the H&M for Water range, with a quarter of sales donated to the WaterAid charity.
Inez van Lamsweerde and Vinoodh Matadin lensed the print spots in Nassau, Bahamas, while the commercial was directed by Jonas Åkerlund and features a new Beyoncé track, “Standing on the Sun.” “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,” Beyoncé commented.
The print and outdoor ads read, “Beyoncé as Mrs. Carter in H&M,” referencing the title of her upcoming world tour, with the collection available in stores and online starting in May.