Beyonce models the high street fashion brand’s key summer pieces from body-con to sun dresses, as well as swimwear from the store’s charity Water collection, which gives 25% of profits to Wateraid.
It’s been a non-stop year so far for Beyonce, what with her show-stopping Super Bowl performance and the announcement of her Mrs Carter Show World Tour, so it’s only right that the Summer campaign sees the singer enjoy a little R&R in the tranquil island setting of the Bahamas.
On working with H&M, Beyonce reveals: “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.”Donald Schneider, Creative Director for H&M, elaborates: “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.”