First Look: Beyonce’s H&M Campaign

Beyonce for H&M Summer 2013.
Photo: Courtesy of H&M

Holy mother of announcements. THE RUMORS WERE TRUE. Beyonce really was shooting a campaign for Swedish retail juggernaut H&M in the Bahamas earlier this year, and boyoyoyoy, does she look beautiful! Just in time for the onslaught of spring (come on, Mother Nature—New York is ready for it…) AND for the kick-off of her Mrs. Carter Show World Tour come April 15, H&M will soon begin rolling out commercials, print ads, and outdoor billboards for the fashion house’s summer campaign starring “Beyonce as Mrs. Carter in H&M.”

For our very first peek at the campaign, King Bey is pictured perched on a folding beach chair, laying on her side and glamorously swanned out. It’s the kind of pose that’s strictly reserved for old Hollywood starlets on top of pianos, Jessica Rabbit, and well…Beyonce. “In the campaign,” Ann-Sofie Johansson, Head of Design at H&M, says, “Beyonce is wearing the key pieces from H&M you need for life in the sun this summer,” and teases that we’ll get to see Bey in a great bodycon dress, a statement sun dress, and even a fringed bikini. I repeat: FRINGED. *back-flips out of swivel office chair* And if the outfit she already has on in this first look (HELLO, utility shirt-turned-bodysuit with cut-outs. Also, printed hot pants worthy of baby sister’s pattern-riddled music video.) is any indication, we’ll be somersaulting our way to H&M stores to cop evvvverything when the collection hits shelves worldwide this May.

Beyonce PLUS campaign images shot by Inez and Vinoodh AND a commercial directed by Jonas Åkerlund?? It’s hard to imagine how this could get any better. BUT IT DOES. On top of all this, the TV spot will also feature a new track by Bey called, “Standing On The Sun,” which will be available worldwide online at when the collection drops at the beginning of May. Aajhgkljahdfl. New clothes, new pictures, AND new music? Man, if anyone knows how to BODY an announcement, it’s Beyonce. This is major.

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