Strong, vulnerable, sensual, maternal, fun, flirtatious...we chicks are one big bundle of conflicting tendencies. Which is part of our feminine charm, no? (No, don't answer that.) This notion that women can be all things is the inspiration for the new "Beyoncé as Mrs. Carter in H&M" campaign. Bey, who just kicked off her sold out "Mrs. Carter Show World Tour," partnered up with the retailer to spotlight their summer must-haves both on billboards & in print. "In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” explains Ann-Sofie Johansson, Head of Design for 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."
Plus good karma: 25% of sales from the tie-dye bikini featured in the summer campaign will be donated to H&M for WaterAid, their decade old initiative with WaterAid which has raised £2,650,000.
The campaign images were shot in Nassau in the Bahamas by photographers Inez & Vinoodh; the commercial was directed by Jonas Åkerlund & features a new song from Beyonce, Standing on the Sun, which underscores the theme of the opposing nature of the four basic elements. "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," says Beyoncé. It's "an epic fantasy, with glamour, drama and also a sense of paradise," adds Donald Schneider, Creative Director, H&M. "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 Beyoncé, and also the essence of H&M this summer."
- Lesley Scott
[Note: This was written in partnership with H&M. The words are mine.]