Watch all of the hard work that went into Beyonce’s new H&M shoot. She is the face of the brand’s summer collection and can be scene in the video modeling a series of their swimsuits. H&M’s creative director, Donald Schneider, expressed his excitement about working with Beyonce on the shoot.
“It’s incredibly unique to have Beyonce for a campaign. It doesn’t get bigger than that. Of course we have to do something which excites her as well as us. We have a fantastic creative team who came up with this idea to incorporate the elements; earth, wind, fire and water – to create drama and make something just visually stunning.”
The behind-scenes-video gives a glimpse into the hard work that went into creating the earth inspired bikini campaign. The large crew and Beyonce can be seen shooting on an exotic and tropical location, but it wasn’t all fun and games. Beyonce says, “I have to learn the choreography in five minutes.”
The H&M summer campaign incorporates fashion with music and choreography, making it unique. Schneider says, “She’s excited about it and seems really happy. It’s kind of a magic moment for all of us. I don’t think fashion has ever been shown this way.”
And Schneider was correct about that. The final H&M campaign video looks more like a music video than a clothing advertisement, but we’re not complaining. Beyonce looks as stunning as ever in the final product and we certainly can’t wait to get our hands on some of the swim suits she’s debuting in the video.
Watch the behind-the-scenes short film and the final advert below: