The rumors regarding the partnership between H&M and Beyonce turned out to be true after all. The news first broke in January, when one of the singer’s dancers accidentally revealed the news on Twitter. The label seems to be relying on high profile singers to represent the brand’s essence. If in the past season, Lana del Rey was brand ambassador, this time the label chose Queen Bey to show off the sizzling new offerings for spring/summer 2020.
Donald Schneider, H&M’s creative director stated that the star aced the photoshoot, reflecting the label’s mission perfectly: “H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, 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.” The star looks absolutely amazing in the new campaign shot by Inez van Lamsweerde & Vinoodh Matadin in Bahamas.
The star expressed her excitement with the new gig giving further insight as far as the new season concepts are: “I’ve always liked H&M‘s focus on fun 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 theme of the new campaign is Beyonce as Mrs Carter in H&M. The campaign will bring on trend swimwear and beachwear pieces with a swimsuit from the H&M for Water collection, which supports the charitable organization WaterAid.
The new campaign will be featuring Beyonce’s new single, Standing on the Sun, which just happens to fit the upcoming TV commercial perfectly. The new pieces promoted by the star will be hitting stores at the beginning of May when the full Beyonce for H&M campaign will be released. Judging by the sneak peek, the new ads will be memorable and well worth the wait.
H&M’s Modern Retro Spring 2020 Lookbook
Photos: Beyonce, Getty Images