NEW YORK, Mar 21, 2013/ — Beyoncé does not need an introduction. But, Mrs. Carter does. As Beyoncé’s alter ego, “Mrs. Carter Show World Tour” stars in the global superstar’s sold out concerts.
As if it is not enough, Beyoncé as Mrs. Carter dons H&M as the singer headlines H&M’s television and print ads with the message that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. The clothing will be available beginning May in H&M stores worldwide and online.
“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. It felt more like making a video than a commercial,” says Beyoncé.
Shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund, the campaign is an epic fantasy, with glamour, drama and also a sense of paradise.
“The campaign is the essence of Beyoncé, and also the essence of H&M this summer,” comments Donald Schneider, Creative Director, H&M.
With Beyoncé herself putting input into the design of the H&M summer collection, it has in essence also full of her own personal style.
In the campaign, Beyoncé is wearing key pieces for H&M – a perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini.
The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000.