Beyoncé Plays Dress Up With H&M
The rumor mill has been spinning of late that Beyoncé — yes, the Queen Bey herself — would be joining fast-fashion heavy H&M as the face of their new summer campaign. And guess what? It’s true!
In a move that had to be seen to be believed, the pop star is following up her Inauguration/Vogue cover/Super Bowl trifecta by adding her icon-status to influence the fashion-fashion followers of H&M.
Ann-Sofie Johansson, head of design at H&M had this to say about the new summer line and Beyoncé‘s involvement and shill, ”There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.”
Naturally, the admiration is mutual, “I’ve always liked H&M’s focus on fun and affordable fashion,” Beyonce said. “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.”
With photographer’s Inez van Lamsweerde and Vinoodh Matadin on the scene, the “tropical island” happened to be the Bahamas to shoot a corresponding TV ad featuring the Queen’s new single “Standing in the Sun.”
You can expect H&M’s “Beyoncé as Mrs. Carter in H&M” campaign — a cross-promotion with her upcoming world tour, The Mrs. Carter Show, to kick off on April 15.