Beyoncé becomes new face for H&M Summer Collection

By on May 8, 2013
h and m

Photo By: Lauren Brunetti

By: Frances Du

This truly is the year of Beyoncé! After taking over the Super Bowl XLVII halftime and inking a 50 million partnership deal with soft drink giant, Pepsi, Beyoncé has also been announced as the new face of H&M’s 2013 summer collection. Drawing its inspiration from the elements, the concept of the summer collection is fueled by the idea that women are multi-faceted: both strong and vulnerable, as well as sensual and maternal.

“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 in a recent interview.

And that’s exactly how the finished product looks like. It could potentially be a new Beyoncé music video– especially with her catchy new song, Standing on the Sun, playing in the background–but the beautiful designs with its emphasis on bright colors, tie dye, and print shows the Swedish retailer is definitely right on trend. (By the way is anyone else lusting after that black fringed bikini?)

Like with her partnership with Pepsi, this is a mutually beneficial venture for the Swedish retailer and global pop star, who, along with her husband Jay Z, made a combined $78 million in 2012 and now are being touted as the music industry’s first billionaire couple.

The H&M promotional video was directed by Jonas Akerlund and shot by photographers Inez and Vinoodh in Nassau, Bahamas.

Will you be buying any of the pieces from H&M’s new collection?


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