Earlier this year word circulated that Beyonce could be set to front a campaign for high street fashion favourite, H&M, and now we can see the fruits of her labour.
It's been a non-stop year so far for Beyonce, what with her show-stopping Super Bowl performance and the announcement of her Mrs Carter Show World Tour, so it's only right that the Summer campaign sees the singer enjoy a little R&R in the tranquil island setting of the Bahamas.
Beyonce models the high street fashion brand's key summer pieces from body-con to sun dresses, as well as swimwear from the store's charity Water collection, which gives 25% of profits to Wateraid.
On working with H&M, Beyonce reveals: “I’ve always liked H&M’s focus on fun and affordable fashion. 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."
Donald Schneider, Creative Director for H&M, elaborates: “H&M’s summer campaign starring Beyonce is an epic fantasy, with glamour, drama and also a sense of paradise. 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 billboard ads for H&M's summer fashion collection will be emblazoned with 'Beyonce as Mrs Carter in H&M' in honour of her tour, while the commercial will play out the four elements explored in the collection. It will feature a brand new track from Beyonce, Standing In The Sun, which will debut at the beginning of May to coincide with the collection's release. Watch this space!
Watch Beyonce's sizzling H&M swimwear shoot, below...