Bey has linked up with the high street giant as the face of its summer collection. The sultry shots were taken in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin.
One of Beyoncé’s dancers who was present on the shoot, Kimberly Gipson, hinted at the partnership in January, tweeting, ‘first day of trial in the Bahamas! H&M all set . . . go’ beside a picture of the bikini-clad singer.
The headline concept is ‘Beyoncé as Mrs. Carter in H&M’ which, the label notes, underlines ‘the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious’.
‘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,’ explains Beyoncé. ‘It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.’
Of the pieces featured, Ann-Sofie Johansson, H&M’s Head of Design, says: ‘There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.’
Look out also for the TV commercial, which was shot by Jonas Åkerlund and features a new song, Standing On The Sun, by the lady herself.