Looks like those Beyonce for H&M rumours were true, then!
Beyonce is indeed the brand new face of H&M’s summer campaign, and was shot in Nassau (the capital of the Bahamas, don’tcha know) by photography dreamteam Inez van Lamsweerde and Vinoodh Matadin.
As well as the picture campaign, we also have a television commercial which was directed by Jonas Åkerlund to look forward to. It even features a brand new Beyonce song called Standing on the Sun as its soundtrack, which we think is pretty cool.
“I’ve always liked H&M’s focus on fun and affordable fashion,” Bey said. “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.”
Keep your eyes peeled for more pics and the exciting video commercial as and when we get them!