In a campaign headlined “Beyoncé as Mrs. Carter in H&M,” shot by Inez van Lamsweerde and Vinoodh Matadin, Beyoncé is bikini-ready in an array of colorful H&M swimwear and easy, breezy beach cover-ups.
“I’ve always liked H&M’s focus on fun 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,” said Beyoncé. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
The campaign, which was shot in the Bahamas earlier this year, will introduce the star: “Beyoncé as Mrs Carter in H&M” – tying in with the name of her upcoming world tour.
