Watch The Making Of Beyonce’s 2013 H&M Summer Campaign

A still from H&M’s behind-the-scenes video from Beyonce’s Summer 2013 campaign shoot.
Photo: Courtesy of hennesandmauritz’s YouTube Channel

H&M has it right. When it comes to Beyonce, you can never get enough. That’s why, on TOP of putting King Bey front and center as the face of their 2013 summer collection, they’re not holding back on all their exclusive Mrs. Carter images and footage. Less than a week after releasing their official Bey-fronted campaign video, the Swedish multinational retailer has just dropped an extensive behind-the-scenes look at the campaign shoot!

The brand new H&M video gives Beyhive devotees glimpses into all aspects of the campaign from B-roll (Bey-roll?) of her swanned out, glamorous bikini ads to interviews with some of the important peeps responsible for putting this whole thing together. “It’s incredibly unique to have Beyonce for a campaign,” says H&M Creative Director Donald Schneider of the magnitude of the shoot, “It doesn’t get bigger than that.” And big this thing sure is, as Mrs. Carter and H&M try to tackle (and succeed!) the four elements—earth, wind, fire, and water—while advertising clothing AND piecing together a mini-music video!

The behind-the-scenes video reveals more of the exotic Bahamas locale, the GIGANTIC fan used to achieve that dramatic wind-blown effect, and some insight into the break-neck pace of the shoot as Bey says herself, “Now I have to learn choreography in 5 minutes,” with a little laugh. PLUS, with this BTS look running at a minute and 55 seconds, we get 25 MORE SECONDS of Bey’s yet-to-be-released “Standing On The Sun” track! Will a full release be coming soon? Will she pull an on-tour reveal like she did with “Grown Woman,” swapping custom Kenzo for custom H&M?? HMMMmmmmm… We sure hope so!


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