Haute 100 Update: Beyoncé Stars in H&M Summer Collection Campaign


It’s official: Mrs. Carter is officially an H&M woman. Beyonce’s new campaign for the fast-fashion giant went live this week, with the singer starring in a beautiful tropical island campaign.

Beyonce said of the campaign, “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.”

In the campaign Beyonce wears the key pieces from H&M’s summer collection; the perfect bodycon dress for a night out on the town, a flowing sundress for a day at the beach, and of course, bikinis. According to H&M, Beyonce herself had input into the design of the collection, tailoring pieces like a fringed bikini to reflect her personal style.

The campaign images were shot in Nassau in the Bahamas by photographers Inez & Vinoodh, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé called Standing On The Sun.

This feature is brought to you by H&M.