According to H and M.com, the face of H&M’s summer campaign will be the global superstar Beyoncé. She will be wearing pieces from the H&M summer collection inspired by her style. She will be featured both in print and commercial ads for H&M. Twenty-five percent of sales will be donated to H&M’s iniative with water aid for countries in need.
“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.
Photography by: Inez van Lamsweerde and Vinoodh Matadin.
P.S. You will be able to see television commercials advertising the summer collection, shortly. One of the TV ads were directed as a music video.