Staff Writer
Who run the world? Beyonce, that’s who! The pop superstar has signed on to be the new face of H&M. The first images for her summer 2013 campaign debuted on Thursday. Clad in printed ‘shorts’ (I use that term loosely, they’re closer to underwear than shorts in my opinion) and a white blouse, Beyonce is seen lounging on a beach in the Bahamas. The photos were shot by Inez van Lamsweerde and Vinoodh.
In addition to the print ads and billboards, there will be a television ad directed by Jonas Åkerlund featuring the singer’s new song Standing on the Sun. The spot, shot in the Bahamas as well, is part of the campaign which is titled ‘Beyonce as Mrs. Carter for H&M.’ It works out perfectly that the campaign also serves as promotion for her upcoming world tour, The Mrs. Carter Show.
Beyonce is more than a pretty face hired to sell clothes though. The star had input in all the designs she models for the campaign. Head of design Ann-Sofie Johansson revealed what makes these piece work “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.”
Mrs. Carter had nothing but praise for the Swedish retailer. “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,” the former Sasha Fierce said. “It felt more like making a video than a commercial.”
The summer collection won’t hit stores till May, but you can check out Beyonce in a city near you on The Mrs. Carter Show kicking off April 15th!
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