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.

(Photo: AP)

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2 thoughts on “Beyonce Teams With Fashion Brand H&M

  1. melissa b on said:

    Wow, just breathe. It’s called making a living, did you say the same thing about the Kardashians? If not just relax, release and let it go.

  2. Gosh I’m sick of this chick I could just scream, she just seems to have her hand in everything,
    what is that about. is she trying to control everything. fashion songs, Documentaries awards singing disrespectful songs. why does she have her hand in everything, reminds me of evil, because satan/ luficier has his hand in everything, what is up with that. bey you need to rest and take a break and let someone esle have a chance,,,(bottom line YOu have played out),, give it a rest GIRL!!!

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