Beyoncé was just hanging out in the Bahamas when photographers Inez van Lamsweerde and Vinoodh Matadin caught her completely off guard in H&M’s new summer collection.
Introducing “Beyoncé as Mrs. Carter in H&M.”
The Queen cum King Bey will appear in television and print ads featuring pieces from the collection in support of her sold-out “Mrs. Carter” world tour, kicking off April 15.
“I’ve always liked H&M’s focus on fun and affordable fashion,” our lord and savior said. “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. It felt more like making a video than a commercial.”
That stands to reason as the commercial was directed by veteran music video director, Jonas Åkerlund and also features a new song from Bey, “Standing On The Sun.” The song will be available worldwide online and on hm.com at the beginning of May, around the same time the collection hits the stores.