Beyoncé in H&M Summer 2013 Collection

H&M’s history of celebrity endorsement carries on, this time having Beyoncé as the face of its Summer 2013 collection.

Text: Maria Meintani

‘First day of trial in the Bahamas! H&M all set . . . go.’ This tweet of Kimberly Gipson, one of Beyoncé’s dancers who took part in her secret shoot for H&M in Bahamas, sparked the rumours of an upcoming partnership between the 31-year-old popstar and the Swedish fashion retailer. Despite the fact that nobody commented on that back then, in January, this scenario is now officially confirmed by the brand.

The campaign entitled “Beyoncé as Mrs. Carter in H&M” –connected with the star’s upcoming world tour- was shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas, earlier this year. “H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise”, said Donald Schneider, H&M’s creative director. “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. The campaign is the essence of Beyoncé, and also the essence of H&M this summer.”

The picture of Beyoncé lying on a beach chaise-longue sporting some key-pieces of swimwear and beachwear – including a bikini from the H&M for Water- gives us an idea of the collection, which also includes some pieces that are really close to her personal taste and style, as she is said to have given a “personal input on the pieces seen in the campaign”, according to a representative of the brand. “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”, Beyoncé said. “It felt more like making a video than a commercial”.

The expected billboard pictures will air alongside a tv commercial of the brand, featuring Beyoncé’s new track Standing On The Sun.
The full collection is to be in stores around May.

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