Beyonce's New Summer Job

Beyoncé continues her reign upon mainstream media and pop culture. The international superstar is heating up the summer in a new campaign for H&M.

As part of her partnership with the clothing retailer, the 31-yr-old singer and fashionista will appear in television and print ads wearing pieces from the H&M summer collection. The print and outdoor billboards introduce “Beyoncé as Mrs. Carter in H&M,” a reference to her upcoming world tour.
“I’ve always liked H&M’s focus on fun and affordable fashion,” said Beyonce, who had input into most of the designs. “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.”
The womenswear, which is described as strong, vulnerable, sensual, maternal, fun, and flirtatious, includes a fringed bikini, bodycon dress, flowing sun dress, high-waisted shorts, and sleeveless shirt.
“H&M’s summer campaign starring Beyoncé is epic, with glamour, drama and also a sense of paradise,” said Donald Schneider, Creative Director for 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.”