Beyoncé is the new face of H&M

Beyoncé Knowles has been photographed in the Bahamas by top fashion talent Inez van Lamsweerde and Vinoodh Matadin for a new series of beachwear and swimwear images for H&M. 

The 31-year-old singer and actress said the shoot was inspired by « the different emotions of women represented by the four elements – fire, water, earth and wind. » « It felt more like making a video than a commercial, » she added. 

H&M’s head of design, Ann-Sofie Johansson announced that Beyoncé herself had creative input into the pieces, which « are full of her own personal style. » The featured looks include « the perfect bodycon dress » as well as a range of summer statement bikinis. 

Set to drop at the beginning of May, the video commercial was directed by Jonas Åkerlund and, rather excitingly, will be soundtracked by a new song by the star, titled « Standing On The Sun ». 

The campaign also features a tie-dye bikini from this year’s H&M for Water collection, with a quarter of proceeds going to global water charity WaterAid. Since 2002 the initiative has raised £2,650,000 (over €3 million).

H&M is well-known for its celebrity tie-ins. Earlier this year, French singer and actress Vanessa Paradis signed as the face of the ‘Conscious’ eco-friendly collection, while last year Lana Del Rey fronted the brand’s holiday season campaign. 

jt/cm