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.
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...