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First Look: Beyonce Is The Fierce New Face Of H&M’s Summer Campaign

Submitted by on March 22, 2013 – 12:57 pmNo Comment
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Beyonce wasn’t playing when she told her contemporaries to “bow down.”

Just days after releasing the controversial track. “Bow Down/I Been On,” King Bey gave fans a first look at her new campaign as the face of Swedish retailer H&M—and there is no doubt this diva reigns supreme. Lounging around on a makeshift throne, a.k.a. a beach chair, the 31-year-old international superstar looks regal in the first image from the campaign shot in the Bahamas earlier this year by famed photographers Inez van Lamsweerde and Vinoodh Matadi.

“In the campaign, Beyonce is wearing the key pieces from H&M you need for life in the sun this summer,” says Ann-Sofie Johansson, Head of Design at H&M.

Added H&M’s Creative Director Donald Schneider, “H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamor, drama and also a sense of paradise. It was amazing to watch her on the shoot make it all look effortless—a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer.”

Aptly titled “Beyonce as Mrs. Carter in H&M,” the print campaign will launch alongside a TV commercial directed by Jonas Åkerlund and scored by a new track from Bey called, “Standing On The Sun.” Featuring swimwear and beachwear pieces from the H&M for Water Collection, you can expect to see the proud mama of Blue Ivy flaunting her post-baby body in a number of bikinis that won’t break the bank.

“I’ve always liked H&M’s focus on fun and affordable fashion,” Beyonce said of the collaboration. “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.”

Take a closer look at the “Beyonce as Mrs. Carter in H&M” campaign below, set to launch when the H&M Summer 2013 collections hits stores in May. When it comes to Beyonce, does H&M stand for High and Mighty?

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