Beyonce Is The New Face Of H&M's Summer Ad Campaign

Rumours first surfaced at the start of the year that Beyonce Knowles may be the new star face of H&M, and today we can bring you a first look at the singer's debut campaign for the high street store. The superstar songstress appears in the Swedish brand's high summer 2013 ads, which were shot by photography duo Inez van Lamsweerde and Vinoodh Matadinand in the Bahamas, and in the first picture to be released can be seen looking as hot as ever as she reclines on a sun lounger on a sandy beach in Nassau wearing key pieces from the collection.
Donald Schneider, creative director of H&M, said: 'H&M’s summer campaign starring Beyonce is an epic fantasy, with glamour, drama and also a sense of paradise. It was amazing to watch her on the shoot make it all look effortless – a quality that makes her such an icon for women around the world. The campaign is the essence of Beyonce, and also the essence of H&M this summer.'

As well as the print ads, which will read 'Beyonce as Mrs Carter in H&M' in reference to her upcoming world tour, the singer will also appear in a TV commercial for the store. The advert, which was directed by Jonas Akerlund, will feature a new song by the singer called Standing On The Sun, with edited snippets appearing on TV and a full-length version going online.
"I've always liked H&M's focus on fun and 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. It was a beautiful shoot on a tropical island," says Beyoncé. "It felt more like making a video than a commercial."
The 31-year-old also had a hand in the design process of the summery pieces she models, revealed Ann-Sofie Johansson, head of design at H&M: "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."