BEYONCÉ KNOWLES has partnered with H&M for summer. The singer stars in the Swedish retailer’s new campaign, modelling pieces inspired by her individual style. The singer also gave “personal input on the pieces seen in the campaign”, confirmed a representative for the brand.
For the campaign, the mother-of-one was shot by photography duo Inez van Lamsweerde and Vinoodh Matadin in Nassau, the Bahamas’s capital city. The television ad, directed by Jonas Åkerlund, was shot at the same time, and features a new song by the singer, Standing on the Sun , as its soundtrack.
“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,” says Beyoncé. “It felt more like making a video than a commercial.”
The 31-year-old also had a hand in the design process of the summery pieces she models, revealed Ann-Sofie Johansson, head of design at H&M: “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.”
The print and outdoor ads will read “Beyoncé as Mrs. Carter in H&M”, in reference to the star’s next world tour, The Mrs. Carter Show , which kicks off on April 15.
The news comes as the company announced a 11.4 per cent slip in profits in the first quarter of 2013. “The first quarter has been characterized by the continued challenging situation for the fashion retail industry in many of our markets mainly due to a continued tough macro-economic climate, but also due to unfavorable weather during parts of the quarter,” the group’s ceo Karl-Johan Persson told WWD . However, the brand has set its sights on opening 350 new stores this year, as opposed to the previously planned 325.