Beyoncé as Mrs Carter fronts 2013 H&M Summer collection
H&M, one of the most popular high street stores in the world today and their 2013 summer collection will carry some extra pizzazz as mega superstar Beyoncé is fronting the summer campaign for the Swedish brand dubbed Beyoncé as Mrs. Carter in H&M – which is more than a casual nod towards the singer's world tour by the same name, that officially kicked off yesterday in Belgrade, Serbia.
Beyoncé also worked with the in-house design team at H&M to create some of the pieces of the collection, and H&M has announced that 25% of the sales of a beautiful tie-dye bikini, that is part of the collection, will be donated to H&M for Water, one of brand's charity initiatives that since 2002 has raised £2,650,000.
The printed ad campaign with the 31-year old Beyoncé showing off an absolutely sexy body was shot in Nassau, Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund and shot like a music video, and the soundtrack of the commercial features a brand new song, Standing On The Sun, that the singer recorded.
“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,” said Beyoncé.
While Donald Schneider, creative director of H&M, said: "H&M’s summer campaign starring Beyonce 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 Beyonce, and also the essence of H&M this summer."
The Beyoncé Mrs Carter collection will be available in H&M stores worldwide and online from early May.