Beyoncé Stars As Mrs. Carter For H&M’s Hot Summer 2013 Campaign
The summer and fashion will definitely be heating up with Beyoncé this year. Not only will the singer be on tour in support of her upcoming fifth studio album, but she has also partnered with retail chain H&M for television and print ads wearing pieces from the H&M summer 2013 collection.
The print and outdoor billboards introduce “Beyoncé as Mrs. Carter in H&M,” a reference to her upcoming world tour. Take a look at what she had to say about teaming up with the retailer below:
“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.”
The print ads were shot in Nassau, Bahamas by Inez van Lamsweerde and Vinoodh Matadin, with the commercial being directed by Jonas Åkerlund, who worked with Beyoncé a few years ago with the “Telephone” video alongside Lady Gaga.
The commercial ad is said to feature a song called “Standing in the Sun,” from her upcoming album, which is currently little detailed. The collection will available in stores and online beginning in May.