Beyoncé Heats Up H&M Summer Campaign

Beyoncé

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

  1. Critics

    Qu

    [Reply]

  2. Critics

    Queen.

    [Reply]

  3. Chris

    Get money bitch.

    [Reply]

  4. Girby

    What happened to House of Dereon, though?

    [Reply]

    Hooker's Shoes Reply:

    @Girby, You Would Find Them In The Clearance Racks

    [Reply]

    Karruche Tran Reply:

    @Girby, yo momma had it on last night when she was getting gangbanged.

    [Reply]

  5. Yes

    Tell me who gon take ha oowf?

    [Reply]

    ........ Reply:

    @Yes, Cassie.

    lol joke

    [Reply]

  6. Brandon

    Keep slaying

    [Reply]

  7. MADAME PEPSI

    PERFECT CREOLE GODDESS, I LIVE!!!

    #BOWDOWNBITCHES

    [Reply]

  8. Donny

    Smokin hot… Bow Down BITCHES!!

    [Reply]

  9. kate

    god how i hate this bitch bow down beyonce

    [Reply]

  10. Still Amazin

    What about Keri Hilson for H&M? :( #poordat

    [Reply]

  11. Katy

    Omg she is soooooo hot

    [Reply]

  12. Cayla

    she looks like her DC times

    [Reply]

  13. Kyle

    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?

    [Reply]

    meme Reply:

    @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.

    [Reply]

    Maya Reply:

    @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.

    [Reply]

    SLAYHIVE Reply:

    @Maya, READ that simple bytch! lmaooooooooo

    [Reply]

    Bitches In Paris Reply:

    @Maya, LMAOO THIS COMMENT GAVE ME LIFE !! :/

    [Reply]

    deelee Reply:

    @Kyle, if she aint already? ARE U KIDDING? google that net worth wtf!!!

    [Reply]

  14. Diego

    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

    [Reply]

    Lol Reply:

    @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.

    [Reply]

    Jayla Reply:

    @Lol, PAUSE Adele sold 10 million in the U.S. alone, so Diego’s statement is as valid as it gets, beyonce could never…

    [Reply]

    Diego Reply:

    @Jayla, thank u Lol these bee Stan’s are out of control

    [Reply]

    Ursula Reply:

    @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?

    [Reply]

    Heather/Grant/Issa/Whoever else Reply:

    @Ursula, Whatever helps you sleep at night ;) #TeamJT

    [Reply]

    Ursula Reply:

    @Heather/Grant/Issa/Whoever else, LOL. #TeamOverrated

    Justin Timberlake Reply:

    @Ursula, Overrated, huh? You don’t even believe that. *pats head* See you at the Legends of the Summer Tour!

    [Reply]

    KilliousBey Reply:

    @Jayla, Beyonce sold 30 million in the US ALONE I think hes invalid,

    [Reply]

    Diego Reply:

    @Lol, Adele sold over 20 million worldwide with 1 album so not impressed by queen bee combined album sales #fail

    [Reply]

    KilliousBey Reply:

    @Diego, Beyonce combined sales are 75 million though>

    [Reply]

    Diego Reply:

    @Lol, don’t be mad at me that queen bee new single is a critical and comercial flop lmao

    [Reply]

    Diego Reply:

    @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

    [Reply]

    Miss AMerica Reply:

    @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!

    [Reply]

    4 Reply:

    @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 :-)

    [Reply]

    Ms_Black Reply:

    @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!!!

    [Reply]

    Karruche Tran Reply:

    @Diego, adele is a big fat white lady. ppl feel sorry for her and eating habits and lack of sex.

    [Reply]

    channelPink Reply:

    @Karruche Tran, That is why she appeals to middle aged woman.

    [Reply]

    Donny Reply:

    @Diego, yet you on all her posts.. Bow Down BITCH !!

    [Reply]

  15. Its On!

    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

    [Reply]

  16. Its On!

    “Standing On The Sun” I cant wait to hear that track! Love that pic, banging body! Beyonce this is your year!!!

    #RihannaWillAlwaysBeSecond2BEYONCE

    [Reply]

    Arie Reply:

    @Its On!, Go by Rihanna’s music of the sun album I guarantee you that song will sound like those tracks in that album.

    [Reply]

  17. Morgan

    Love her!

    [Reply]

  18. Jay-Me

    That picture made my morning & we get a new song with the advert.

    [Reply]

  19. 4

    I’m a visual merchandiser for H&M I’m gonna love doing this campaign yesssssssssssssssssssssssssss!!!!!!!!!!!!!!

    [Reply]

  20. Ursula

    Isn’t this kinda low budget?

    [Reply]

    Aliciasahomewrecka Reply:

    @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.

    [Reply]

    4 Reply:

    @Aliciasahomewrecka, but you still came here lol #CLOSETfan

    [Reply]

    Morgan Reply:

    @Aliciasahomewrecka, Yawn. Try again.

    [Reply]

    Maya Reply:

    @Aliciasahomewrecka, You really thought that rant through.

    [Reply]

    Heather/Grant/Issa/Whoever else Reply:

    @Ursula, I think you’re looking for Robin Thicke. That defines him, in a nutshell.

    [Reply]

  21. Beyoncé Stars As Mrs. Carter For H&M's Hot Summer 2013 Campaign

    [...] 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 [...]

  22. BEYONCÉ IS BACK AND THIS TIME WITH H&M SUMMER CAMPAIGN | Mikey Lately Show

    [...] 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) [...]

  23. Keisha Cole

    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!

    [Reply]

  24. @KodakMoment

    Yall all so nasty and ratchet. Let me see your bank account next to Mrs. Carters???????????? #BOWDOWN To That you minimum wage hoes

    [Reply]

  25. mr wip

    lol broke ass biatzes roooiling around with h and m here in sweden lol

    [Reply]

  26. Maya

    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.

    [Reply]

  27. Jay

    Beyonce is so beautiful!!! I can’t wait to hear this new song!!!! :)

    [Reply]

  28. #NAVY BITCHES

    NOT.

    [Reply]

  29. Bitches In Paris

    The Queen .

    [Reply]

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