The rumors have finally (finally!) been confirmed: Beyoncé is the star of H&M’s summer 2013 campaign.
The first photo released by the clothing retailer shows Knowles in repose, lounging on a beach somewhere in the Bahamas dressed in a white button-down, short-shorts, and peep toe pumps, a single flower tucked behind her ear. She also models swimwear, including a bikini from the H&M for Water collection, which raises money for WaterAid.
Shot by photographers Inez van Lamsweerde and Vinoodh Matadin in January, the spokeswoman is introduced as “Beyoncé as Mrs. Carter in H&M.”
“I’ve always liked H&M’s focus on fun 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,” Knowles — who, according to Vogue, gave her “personal input on the pieces seen in the campaign” — said in a statement. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.” Beyoncé’s latest single, “Standing in the Sun,” will be featured in the brand’s commercials.
H&M’s summer 2013 collection will be available in stores in May.
Knowles’ ad campaign is H&M’s latest coup. The Swedish brand tapped Guy Richie to shoot a campaign for David Beckham, saw Helen Hunt wear a custom gown to the Oscars, staged its first ever runway show at Paris Fashion Week, and announced plans for a new line of eco-friendly eveningwear.