If anyone can add some heat to this long drawn-out winter it’s Beyoncé. Which is exactly why Swedish high street giant H&M have tapped the singer to front their summer campaigns.
Whilst it comes as no surprise – January saw a whole host of leaked, and then later deleted, Tweets and photographs of the superstar posing on the white sands of the Bahamas – this is the first official image of Bey showcasing key pieces from the H&M summer collection.
Head of design at H&M, Ann-Sofie Johannson described the choice of clothing to WWD as being, “full of her own personal style.” With items including “the perfect body-con dress”, a beach dress with a thigh-high slash and a tie-dye bikini from the H&M for Water range (of which a quarter of sales will be donated to the WaterAid charity). And then there’s the patterned hotpants and cream button down shirt, which Bey wears opened down to the navel and accessorises with a tropical flower in her hair and an armful of gold bangles.
Shot by Inez van Lamsweerde and Vinoodh Matadin, the campaign will include billboards, print ads and a commercial directed by Jonas Åkerlund set to a new Beyonce track, Standing On The Sun.
The collection will be available both in store and online at the start of May, with the print ads correlating to the stars upcoming world tour, entitled “Beyonce as Mrs. Carter in H&M”.