Beyoncé Becomes the New Face of H&M Campaign

H&M has partnered with Beyoncé on the retailer’s upcoming summer push. The superstar will feature in print ads and commercials timed to her latest tour, “The Mrs. Carter Show,” kicking off on April 15.

Billboards will proclaim “Beyoncé as Mrs. Carter in H&M.” The commercial will feature a new Beyoncé track, “Standing On the Sun.” The new collection and collaboration is to help the Swedish retailer to recover from the slump in sales over the past three months.

The clothing pieces are from the H&M for Water range, which supports the company’s sustainable image—a quarter of proceeds from the H&M for Water collection’s sales will be donated to the H&M for WaterAid initiative.

“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer. There’s the 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. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style,” commented Ann-Sofie Johansson, Head of Design, H&M.