Rap-Up.com || Beyoncé Heats Up H&M Summer Campaign

The Beyoncé takeover continues. The global superstar is heating up the summer in a new campaign for H&M.

As part of her partnership with the clothing retailer, the 31-year-old singer 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 B, who had input into the design. “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 an epic fantasy, 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.”

Inez van Lamsweerde and Vinoodh Matadin shot the print ads in Nassau, Bahamas, while the commercial was directed by Jonas Åkerlund (“Telephone”) and features a new Beyoncé song, “Standing on the Sun.”

The collection will available in stores and online beginning in May, while Beyoncé’s “Mrs. Carter Show World Tour” kicks off on April 15.

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61 Comments

Critics
March 21st, 2013 at 10:03 am
Qu

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Critics
March 21st, 2013 at 10:03 am
Queen.

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Chris
March 21st, 2013 at 10:05 am
Get money bitch.

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Girby
March 21st, 2013 at 10:06 am
What happened to House of Dereon, though?

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Hooker's Shoes Reply:
March 21st, 2013 at 10:50 am
@Girby, You Would Find Them In The Clearance Racks

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Karruche Tran Reply:
March 21st, 2013 at 12:56 pm
@Girby, yo momma had it on last night when she was getting gangbanged.

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Yes
March 21st, 2013 at 10:07 am
Tell me who gon take ha oowf?

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........ Reply:
March 21st, 2013 at 11:40 am
@Yes, Cassie.

lol joke

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Brandon
March 21st, 2013 at 10:07 am
Keep slaying

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MADAME PEPSI
March 21st, 2013 at 10:10 am
PERFECT CREOLE GODDESS, I LIVE!!!

#BOWDOWNBITCHES

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Donny
March 21st, 2013 at 10:10 am
Smokin hot… Bow Down BITCHES!!

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kate
March 21st, 2013 at 10:16 am
god how i hate this bitch bow down beyonce

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Still Amazin
March 21st, 2013 at 10:25 am
What about Keri Hilson for H&M? :( #poordat

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Katy
March 21st, 2013 at 10:29 am
Omg she is soooooo hot

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Cayla
March 21st, 2013 at 10:43 am
she looks like her DC times

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Kyle
March 21st, 2013 at 10:46 am
This woman is literally EVERYWHERE. Countless endorsement deals, a sold out world tour, damn she is going to be rolling in that $$$ as if she wasn’t already. Wonder when her new album campaign is going to officially kick in gear?

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meme Reply:
March 21st, 2013 at 12:14 pm
@Kyle, everywhere except the radio. still awaits a first single. I dont get it, is she still a singer? her team must not be confident in her new music they are taking so long to give us anything concrete when we were promise new music.

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Maya Reply:
March 22nd, 2013 at 8:04 am
@meme, Bitch shut up. Not everyone feels the need to rush a new project. You don’t even fuck with her so why you stressing her single? Bow down please.

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SLAYHIVE Reply:
March 22nd, 2013 at 1:00 pm
@Maya, READ that simple bytch! lmaooooooooo

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Bitches In Paris Reply:
March 23rd, 2013 at 3:25 pm
@Maya, LMAOO THIS COMMENT GAVE ME LIFE !! :/

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deelee Reply:
March 21st, 2013 at 1:43 pm
@Kyle, if she aint already? ARE U KIDDING? google that net worth wtf!!!

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Diego
March 21st, 2013 at 10:49 am
Most overrated bitch in da game she only does good because of her promo team constantly telling the would she is the queen of the universe I would hate to see what u guys would do if bee ever sold like Adele on 1 album if she is the queen then I would think she would be doing Adele Numbers but sadly she has never had an album sell 10 million bravo Adele u dont have to be in our faces everyday and still slayed now that’s a real queen

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Lol Reply:
March 21st, 2013 at 11:09 am
@Diego,

Besides The Writing’s on the Wall and Survivor both selling over 15 million, Dangerously in Love has sold 11 so your statement is invalid.

17 Grammys, Billboard Artist of the Millennium, she tops alot of lists, inspires Adele and all your other favorites and countless others reasons why she is the Queen.

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Jayla Reply:
March 21st, 2013 at 11:25 am
@Lol, PAUSE Adele sold 10 million in the U.S. alone, so Diego’s statement is as valid as it gets, beyonce could never…

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Diego Reply:
March 21st, 2013 at 11:43 am
@Jayla, thank u Lol these bee Stan’s are out of control

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Ursula Reply:
March 21st, 2013 at 12:35 pm
@Jayla, If you think Diego is valid in saying that Beyonce is the ‘most overrated bitch in the game’ then you need to wake up, remove the crud from your brain and realize that JT is the most overrated person in entertainment. Ain’t that right Heather/Grant/Issa/Who ever else?

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Heather/Grant/Issa/Whoever else Reply:
March 21st, 2013 at 4:35 pm
@Ursula, Whatever helps you sleep at night ;) #TeamJT

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Ursula Reply:
March 21st, 2013 at 8:35 pm
@Heather/Grant/Issa/Whoever else, LOL. #TeamOverrated

Justin Timberlake Reply:
March 21st, 2013 at 5:00 pm
@Ursula, Overrated, huh? You don’t even believe that. *pats head* See you at the Legends of the Summer Tour!

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KilliousBey Reply:
March 22nd, 2013 at 5:09 pm
@Jayla, Beyonce sold 30 million in the US ALONE I think hes invalid,

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Diego Reply:
March 21st, 2013 at 11:43 am
@Lol, Adele sold over 20 million worldwide with 1 album so not impressed by queen bee combined album sales #fail

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KilliousBey Reply:
March 22nd, 2013 at 5:10 pm
@Diego, Beyonce combined sales are 75 million though>

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Diego Reply:
March 21st, 2013 at 11:53 am
@Lol, don’t be mad at me that queen bee new single is a critical and comercial flop lmao

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Diego Reply:
March 21st, 2013 at 12:00 pm
@Lol, Adele didn’t have to over promote like bee and still slayed when will bee have album in top 20 for 2 years never adele did what bee strives to do lmao

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Miss AMerica Reply:
March 21st, 2013 at 12:48 pm
@Diego, you dumb fuck. Comparing Adele to Beyonce just shows how much you don’t know. I won’t even address that. Do you look in the mirror hating yourself when you think of Adele? no. But you wish you had Beyonce’s life. Don’t hate her because she is fabolous and has been for over a DECADE now, more than 1 successful album! Do your homework. Don’t like it, don’t click it hoe!

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4 Reply:
March 21st, 2013 at 1:06 pm
@Diego, I love Adele but when she gets 4 consecutive #1 albums (soon to be 5) #1 movies the face of and or multiple cosmetics a recorded breaking documentary Super Bowl halftime show a chance to sing 3 times for the president clothing line iconic videos not to mention worth just as or more the beyonce then talk on a beyonce and everything I listed above are not even half of half of what beyonce has under her belt …. Good day :-)

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Ms_Black Reply:
March 21st, 2013 at 12:46 pm
@Diego, see what u fail to realize is that Bey doesn’t have to sell like Adele!!! she has reached a respectable fame that no one else has!! whoelse can headline the superbowl with just 13-15 mil u.s albums sold??? no1 Bey gets treated and pampered as if she has sold 500+mil records!! Look at how many records it took adele to sell n order 4 her to get 6 grammys!! it took Bey about 2mil ( at the time ) plus a #1 hit!! Adele and the rest of them can sell all they want, But they’ll never be held in the same light as Bey #Fact!!!!! Why did pepsi over look Madonna, Janet and any other major popstar for a spot to have there face on there cans??? There’s reasonings sweetie pie!!!

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Karruche Tran Reply:
March 21st, 2013 at 12:54 pm
@Diego, adele is a big fat white lady. ppl feel sorry for her and eating habits and lack of sex.

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channelPink Reply:
March 22nd, 2013 at 11:50 am
@Karruche Tran, That is why she appeals to middle aged woman.

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Donny Reply:
March 21st, 2013 at 1:51 pm
@Diego, yet you on all her posts.. Bow Down BITCH !!

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Its On!
March 21st, 2013 at 11:07 am
I’m out that H-town
Coming, coming down
I’m coming down dripping candy on the
ground
H, H-town, town, I’m coming down
Coming down dripping candy on the
ground

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Its On!
March 21st, 2013 at 11:15 am
“Standing On The Sun” I cant wait to hear that track! Love that pic, banging body! Beyonce this is your year!!!

#RihannaWillAlwaysBeSecond2BEYONCE

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Arie Reply:
March 22nd, 2013 at 4:47 am
@Its On!, Go by Rihanna’s music of the sun album I guarantee you that song will sound like those tracks in that album.

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Morgan
March 21st, 2013 at 11:25 am
Love her!

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Jay-Me
March 21st, 2013 at 11:47 am
That picture made my morning & we get a new song with the advert.

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4
March 21st, 2013 at 12:29 pm
I’m a visual merchandiser for H&M I’m gonna love doing this campaign yesssssssssssssssssssssssssss!!!!!!!!!!!!!!

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Ursula
March 21st, 2013 at 12:51 pm
Isn’t this kinda low budget?

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Aliciasahomewrecka Reply:
March 21st, 2013 at 3:44 pm
@Ursula, lol. I was thinking the same thing. What is so great about wanting to dress like a 40 year old b*tch who professes she’s the queen of the ghetto Houston beehive. Once the beehive sting…they die. Soon her Stan base will fade.

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4 Reply:
March 21st, 2013 at 4:16 pm
@Aliciasahomewrecka, but you still came here lol #CLOSETfan

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Morgan Reply:
March 21st, 2013 at 5:45 pm
@Aliciasahomewrecka, Yawn. Try again.

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Maya Reply:
March 22nd, 2013 at 8:05 am
@Aliciasahomewrecka, You really thought that rant through.

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Heather/Grant/Issa/Whoever else Reply:
March 21st, 2013 at 4:38 pm
@Ursula, I think you’re looking for Robin Thicke. That defines him, in a nutshell.

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Beyoncé Stars As Mrs. Carter For H&M's Hot Summer 2013 Campaign
March 21st, 2013 at 8:13 pm
[...] a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”The print ads were shot in Nassau, Bahamas by Inez van Lamsweerde and Vinoodh Matadin, with the commercial being directed [...]
BEYONCÉ IS BACK AND THIS TIME WITH H&M SUMMER CAMPAIGN | Mikey Lately Show
March 21st, 2013 at 8:32 pm
[...] Today starts a new era in H&M. They join forces with the mega talented Beyoncé to start off their summer campaign. Plus good news for the Beyoncé fans, there will be a commercial released with a new Beyoncé song called “Standing on the Sun.” I wonder what Keyshia Cole has to say about this? For more information of Beyoncé and H&M summer campaign check it out (here) [...]
Keisha Cole
March 21st, 2013 at 10:01 pm
Now Im Bowing Down! Sorry B I was on my period last time! you know us girls have moments and you know I LOVE you!

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@KodakMoment
March 21st, 2013 at 10:29 pm
Yall all so nasty and ratchet. Let me see your bank account next to Mrs. Carters???????????? #BOWDOWN To That you minimum wage hoes

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mr wip
March 22nd, 2013 at 5:27 am
lol broke ass biatzes roooiling around with h and m here in sweden lol

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Maya
March 22nd, 2013 at 8:08 am
Beautiful :) looking forward to the collection.

& for ppl saying it’s low budget, um WHAT? H&M is one the most popular department stores in the world. I mean Versace, Jimmy Choo, & Margiela had put collections towards it so please, save the chatter.

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Jay
March 22nd, 2013 at 9:32 am
Beyonce is so beautiful!!! I can’t wait to hear this new song!!!! :)

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#NAVY BITCHES
March 22nd, 2013 at 1:30 pm
NOT.

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Bitches In Paris
March 23rd, 2013 at 3:31 pm
The Queen .

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