Beyonce is really taking over, as it has been announced that the R&B diva is the new face of H&M.
In the ad campaign, Beyonce is introduced as Mrs. Carter, playing off her world tour and rumored album name. The collection is called Beyonce as Mrs. Carter for H&M.
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” said Donald Schneider, Creative Director of H&M. “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.”
Beyonce’s collection will feature items perfect for the summer time including dresses and bikinis. A portion of the profits from the H&M for Water collection will be donated to H&M for WaterAid charity.
“I’ve always liked H&M’s focus on fun and affordable fashion,” Beyonce said. “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.”
Beyonce’s ad campaign was shot in Nassau in the Bahamas and a commercial will air in May. The commercial will feature one of her new songs, “Standing on the Sun.”
“It was a beautiful shoot on a tropical island,” Mrs. Carter continued. “It felt more like making a video than a commercial.”
Beyonce’s H&M collection will hit stores in May.