The face of H&M’s summer campaign will be the global superstar Beyoncé. She will be wearing pieces from the H&M summer collection inspired by her style. It was shot on the beaches of the Bahamas and features both a print campaign and a commercial. “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. Beyoncé has worked with the in-house design team at H&M to create the perfect pieces for the heat of summer. Included in the collection are also garments – among them a tie-dye bikini – 25 percent of sales of which will be donated to H&M for Water. H&M’s initiative with WaterAid has so far raised £2,650,000 since 2002.
The campaign images were shot in Nassau, Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund and is shot like a music video. It will be available to view online in its entirety, with edited versions for TV.