Beyoncé is the new face of the Swedish fashion giant, H&M for thier summer campaign, which will include TV commercials and print ads as well as billboards.
The campaign has been shot by Inez van Lamsweerde and Vinoodh Matadin,
‘It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,’ Beyoncé tells WWD. There’s an accompanying video too, directed by Jonas Åkerlund, and just like Lana Del Rey before her, Beyoncé has provided the soundtrack with a new song called ‘Standing on the Sun.’ Beyonce has also had a hand in designing some of looks too.
‘They are full of her own personal style,’ Ann-Sofie Johansson, head of design at H&M, tells WWD. And true to H&M’s conscious initatives, a quarter of sales from the tie-dye bikini will be donated to the WaterAid charity.
The collection will be available in stores and online from May.
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