Beyoncé for H&M


Fashion retailer H&M confirmed Beyonce as the face of their Summer 2013 campaign and posted to their Facebook page the exclusive first image of the singer, taken earlier this year in Nassau in the Bahamas by famed photographers Inez van Lamsweerde and Vinoodh Matadin.

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.


  1. this is how u design clothes not that thrash line from Ms Fenty.

  2. Face of H&M??? Confused I guess since she has her own line. #strange Cute outfit though.

  3. that means her line aint worth spit and is not as successful as she wants. if she doesnt wear or support it why should anybody else. h n m clothes are just ok.

  4. @Siren ummm no. This means more money in the bank. #getitright

  5. more money in the bank doesnt help her line. zero dollars or five mil…the line still sucks and she doesnt wear it. period.

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