H&M has a brand new partnership for its summer campaign with superstar Beyoncé! The entertainer, who kicked off her sold out Mrs. Carter Show World Tour on April 15th, is appearing on television and print ads featuring pieces from the H&M summer collection. The print and outdoor billboards introduce “Beyoncé as Mrs. Carter in H&M”, with the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, and flirtatious.
The summer collection is full of bright bikinis, flowy dresses and the perfect warm-weather accessories! One of our favourite pieces is a tie-dye bikini from the H&M for Water collection. Twenty-five per cent of sales from the H&M for Water Collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised over $4,100,000!
The collection was shot in Nassau in the Bahamas by Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and is available to view on hm.com and YouTube. The collection, inspired by Beyonce, launched in H&M stores on May 2nd.
- The Beckerman Sisters