H&M just released their first summer campaign ad and it's featuring the beauitful diva Beyonce. Shot in the Bahamas, the promotional push will include print, outdoor and TV spots.
According to WWD, the stills were lensed Inez van Lamsweerde and Vinoodh Matadin, while the TV commercial was directed by Jonas Akerlund. The site released some details about what we can expect including Bey aiding in the designs herself and helping with the charitable line:
“They are full of her own personal style,” said Ann-Sofie Johansson, head of design at H&M. Items include what’s described as “the perfect body-con dress,” a beach gown slashed to the thigh, high-waist shorts and a sleeveless shirt. In one of the ad images, Beyoncé wears a tie-dye bikini from the H&M for Water range, with a quarter of sales donated to the WaterAid charity.
King B will also be releasing a song specifically for her commercial(s), called "Standing In The Sun". This is what the 'Bow Down' singer had to say about shooting the campaign:
“It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
The campaign will kick off everywhere this May. And the print and outdoor ads will be a salute to her upcoming world tour as they read, "Beyoncé as Mrs. Carter in H&M.”
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