The singer will appear in H&M’s television and print adverts modelling pieces from the H&M summer collection. The campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to the H&M for Water Aid initiative.
As well as appearing in the campaign, Beyoncé had a hand in the design of the collection. Ann-Sofie Johansson, H&M’s head of design, explained: "There's the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style."
The print and outdoor billboard adverts will introduce the star as "Beyoncé as Mrs. Carter in H&M", a reference to the Mrs Carter Show World Tour which starts on 15 April. The commercial also features a new song by the singer, Standing on the Sun, as its soundtrack.
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