Beyonce launches new H&M campaign

H&M is proud to announce a new partnership with global superstar Beyoncé for its summer campaign. The campaign includes a fabulous new H&M for Water collection.


22 Mar 2013 | International

H&M is proud to announce a new partnership with global superstar Beyoncé for its summer campaign. 

The entertainer, who kicks off her sold out Mrs. Carter Show World Tour on April 15, will appear in television and print ads featuring pieces from the H&M summer collection. The clothing will be available from May in H&M stores worldwide and online.

"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," says Beyoncé. 

"In the campaign, Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer," says Ann-Sofie Johansson, Head of Design, H&M. "There's the perfect bodycon dress, as well as a flowing sun dress that makes a real statement.

The summer campaign also features swimwear and beachwear pieces, as well as a tie-dye bikini from this summer's H&M for Water collection, modelled by Beyonce in this newly released image. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M's initiative with WaterAid has raised more than £2.6m.

The campaign images were shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund. 

The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide online and at from the beginning of May.