H&M says the concept of the shoot is ‘Beyonce as Mrs. Carter in H&M,’ which the label says underlines “the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun and flirtatious.”
Likewise, Beyonce sang the praises of H&M saying: “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.”
Beyonce’s contribution to the line goes further than just promotional. According to Ann-Sofie Johnson, head of design at H&M, Beyonce contributed several designs to the campaign, including a bodycon dress and several fringe bikinis.
A new song by the singer ‘Standing on the Sun,’ will also be featured in the campaign’s commercials, which were directed by Jonas Åkerlund.