As if the H&M campaign starring Queen Bey lounging on the beach in killer swimwear wasn't enough, this morning a campaign video landed in our inbox debuting her new track Standing On The Sun.
In the campaign Beyoncé sings, waves her sarong in the sea breeze, splashes in the waves in a bodycon dress and dances in the sand - it's basically a mini Beyoncé video. Think Baby Boy part 2 as she rolls around in the sand like she did in the 2003 iconic vid with Mr Sean Paul. After her day at the beach, the video ends with Beyonce sat on a wicker throne, in a feathered headdress, surrounded by fire dancers. All hail Queen B.
15 April 2013
When H&M snapped up Beyoncé to be the face (and derriere extraordinaire) of their high summer swimwear line, we shouldn’t have been surprised. Come on! She is the lady who can nail holiday style no matter what the destination or occasion: just check out her most recent Cubana hyper-glam wardrobe for starters. Of course, there’s also no ignoring the fact that Mrs Jay Z has a killer body to make the high street giant’s cheeky bikinis and slinky beach clothes look their very best. Until now only one image had been revealed – the lounging shot of the diva in metallic shorts and blouse – but here’s the whole shebang!
“I loved shooting the campaign in the Bahamas,” says Beyoncé of the photoshoot lensed by Jonas Åkerlund, the very same photographer who worked on the TV commercial for her coming Mrs. Carter Show World Tour. “We shot on a beach outside of Nassau and the weather was perfect.
The shoot was filled with vibrant colours and was inspired by the glamour of the late ‘70s.” It’s easy to see the disco decade referenced in the styling as well as the vivid Guy Bourdin-esque palette – fringed bikinis, a hibiscus bouquet of artfully clipped flowers in B’s bouncy curls or the elbow-high gold bangles all nod back in time.
“I love the summer. I'm always in shorts, dresses, light, flowing fabrics, great sandals,” says B of her simple-but-effective outfit choices for when the mercury rises. Her stylist Ty Hunter and Raquel Smith are “an influential part of the process” each day, but surely there’s more to her look than that? “I think my style comes from watching my mother from the time I was a little girl. She was so stylish. She was the first person I saw mix high end pieces with more accessible styles and make it all work. I'm also inspired by my sister, I love her bold approach.” So will we be seeing Bey hit up some holiday hotspots in this particular high street range? Watch this space!