Shooting The Campaign:
The ads were shot in Nassau, which is located in the paradise of the Bahamas, by photographers Inez van Lamsweerde and Vinoodh Matadin.
The commercial will debut a new song by Beyoncé, entitled, “Standing
On The Sun,” which fits nicely with the theme of the elements in nature.
The company is introducing the stunner as, “Beyoncé as Mrs. Carter in H&M.” Not only does Bey have the beautiful face and rockin’ bod to pull off the looks with ease, but she is the ideal icon of women empowerment, which is a major focus of the campaign. H&M is working hard to relay the message that women can be all things: strong, vulnerable, sensual, maternal, fun, and flirtatious. Sounds like the perfect description of Queen Bey!
Beyonce Weighs In On The Collaboration:
Creative director Donald Schneider describes the campaign as an “epic fantasy, with glamour, drama, and also a sense of paradise.” As we already know, everything the former Destiny’s Childstar touches turns to gold. She had personal input in the designs that are now full of her personal style. “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.
The line offers a variety of trendy swimwear and beachwear pieces, including a tie dye bikini from this summer’s H&M Water Collection, which, has raised $4,009,980 for WaterAid since 2002. Pretty impressive! Clothing featured in the ads will be available at the beginning of May in H&M stores worldwide, so get ready to start shopping!