Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

or
clock menu more-arrow no yes

Filed under:

First Look: Beyoncé Is Indeed the Face of H&M's New Campaign

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

As previously rumored, Beyoncé is indeed repping fast-fashion giant H&M for their summer campaign, the Telegraph reports.

So far this year, the singer has already stolen the Inauguration, landed a Vogue cover, and broken the Super Bowl, but she's proving that her influence truly knows no bounds by helping design H&M's summer line in addition to starring in the ads. Here's 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."

Photography duo Inez van Lamsweerde and Vinoodh Matadin did the honors for the campaign, which was shot last January in Nassau, Bahamas. The Telegraph reports that a television ad, directed by Jonas Åkerlund, was shot at the same time, and features a new Beyonce single: "Standing on the Sun."

Beyoncé shares some thoughts on the experience, too: "I've always liked H&M's focus on fun and affordable fashion," she says. "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."

Though, really, what's the difference these days.

The print and outdoor ads will read "Beyoncé as Mrs. Carter in H&M," cross-promoting Bey's upcoming world tour, The Mrs. Carter Show, which kicks off on April 15.
· Beyoncé Is the New Face of H&M [Telegraph]
· Beyonce's Fierceness Breaks the Super Bowl [Racked]
· We Have a Winner: Beyonce Trumps MObama for March Vogue [Racked]