Beyonce has been announced as the new face of the Swedish fashion brand H&M and will feature prominently in the chain’s global summer campaign.
Rumors of the gig first circulated in January when photographers caught Beyonce posing for a tropical shoot in the Bahamas, and her dancer Kimberly Gipson tweeted, “First day of trial in the Bahamas! H&M all set . go,” before deleting the tweet, presumably after getting an ear full from an H&M executive.
Now, Beyonce has officially announced her collaboration with the brand.
“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,” she said in a statement.
For the new campaign, Beyonce – who released her new track “Bow Down/I Been On” to mixed reviews this week – was shot by photography duo Inez van Lamsweerde and Vinnodh Matadin in the Bahaman capital city of Nassau.
A new television ad has been directed by Jonas Åkerlund, the man behind videos for the Rolling Stones, U2 and Madonna, while “Standing On The Sun” provides the soundtrack.
The 31-year-old reportedly had a hand in the design process of the summer pieces, which includes a bodycon dress, a flowing sundress and a 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,” said Ann-Sofie Johansson, head of design at H&M.