21 March 2013 by

Beyoncé Is The Face Of H&M's Summer Campaign! See Her Sizzling On The Beach

It was back in January that rumours started swirling about H&M landing a new campaign star: one Beyoncé Knowles. The divalicious singer was seen posing up a storm in the Bahamas wearing tropical-printed swimwear when one of the star's dancers, Kimberley Gipson, Tweeted: 'First day of trial in the Bahamas! H&M all set … go' - before the post was quickly deleted. How mysssterious.

Beyoncé Is The Face Of H&M's Summer Campaign! See Her Sizzling On The Beach

Two months later and all has been revealed: Beyoncé is indeed the new face of the Swedish fashion giant! H&M has plonked its new star in the sizzling heat of the beach for the brand new summer campaign, which will include TV commercials and print ads as well as billboards. If we looked that seductive on a sun lounger, we'd happily spread the snaps everywhere too.

Shot by Inez van Lamsweerde and Vinoodh Matadin, Beyoncé is all golden skin and tousled waves as she showcases a pair of printed high-waist shorts with a ivory sleeveless shirt open to the navel from the H&M summer collection. She looks holiday-perfect with a white flower tucked behind one ear and a bright floral sprig on her shoes to match her lippy and manicure. PHWOAR indeed.

'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,' says Beyoncé. 'It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.' In fact, there is an accompanying video, directed by Jonas Åkerlund - yep, that's the man behind Bey and Gaga's genius video for Telephone. And just like Lana Del Rey before her, Beyoncé has provided the soundtrack with a new song called Standing on the Sun. Stay tuned for that one, folks.

What's more, the mother-of-one had a hand in designing some of the looks too. What a talented lady she is! 'In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,' Ann-Sofie Johansson, head of design at H&M, says. 'There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement.

'And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.' 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 announcement coordinates perfectly with the Mrs Carter tour which kicks off on April 15th so how fitting that the campaign declares, 'Beyoncé as Mrs. Carter in H&M'. As the brand confirms, 'the idea is that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious'. Indeed.

The summer collection will be available in stores and online from May when we'll be making a B-line for those booty-shaking shorts. While we wait, check out Beyoncé's greatest style moments in the gallery below...

Beyonce watching Miami Heat vs Brooklyn Nets on May 12th 2014

Beyonce and husband Jay Z attend the Miami Heat vs Brooklyn Nets playoff game in New York

Beyonce at the 2014 'Met Ball'

Beyonce attends the Toronto Raptors vs Brooklyn Nets game in New York on May 2nd

Beyoncé in London on the 7th of March in Topshop

Beyoncé in New York on the 2nd of February in Roberto Cavalli

Beyoncé in LA on the 26th of January in a Michael Costello dress

Beyoncé in New York on the 17th of January in a Tibi shirt and skirt

Beyoncé in Miami on the 30th of December in a Topshop skirt and Harlyn top

Beyoncé in Atlanta on the 27th of December in a Givenchy sweater and J Brand trousers

Beyoncé in New York on the 21st of December in Tom Ford dress and shoes

Beyonce wearing an Osman jumpsuit at the 2013 Grammy Awards

Beyonce in Gucci at Chime for Change Concert in London - June 2013

Beyonce in Diane Von Furstenberg in Havana - April 2013

Beyonce Wearing Thakoon in Havana - April 2013

Beyonce in Topshop - August 2013

Beyonce Knowles in Cuba - April 2013

Beyonce in Givenchy Haute Couture by Riccardo Tisci at Met Gala - 6 May 2013

Beyoncé Knowles in Roberto Cavalli at V Festival - 18 August 2013

Beyonce in Ralph and Russo on Mrs Carter tour, April 2013

Beyoncé wearing Erika Pena earrings in support of Obama, Oct 2012

Beyoncé in Carven, Aug 2012

Beyoncé performing at her first post-baby concert, May 2012

Beyoncé in Givenchy Haute Couture at the Met Ball, 2012

Beyoncé in Victoria Beckham at Michelle Obama's fundraiser in New York, March 2012

Beyoncé strolling in New York, March 2012

Beyoncé in Alice by Alice Temperley at hubby Jay Z's concert, Feb 2012

Beyoncé at New York Fashion Week, Sept 2011

Beyoncé in Lanvin at the MTV VMAs, Aug 2011

Beyoncé in St Tropez, 2011

Beyoncé perfroming at Glastonbury, June 2011

Beyoncé at Coachella, 2010


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HedRock Hair (Thu Mar 21 09:57:35 GMT 2013): H&M's Beyonce vs River Island's Rihanna - bring on the battle!