Beyoncé has been unveiled as the new face of H&M's summer campaign. The global superstar will be wearing pieces from the H&M summer collection inspired by her style.
"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"
Beyoncé has worked with the in-house design team at H&M to create the perfect pieces for the heat of summer. Included in the collection are also garments – among them a tie-dye bikini and 25 per cent of sales of which will be donated to H&M for Water. H&M’s initiative with WaterAid which so far has raised £2,650,000 since 2002.
Photographers by Inez van Lamsweerde and Vinoodh Matadin,the campaign images were shot in Nassau, Bahamas, while the commercial was directed by Jonas Åkerlund and is shot like a music video. It will be available to view online in its entirety, with edited versions for TV.