Beyoncé continues to run the world as H&M reveals their Summer 2013 campaign ads featuring the one and only Queen Bey. For avid H&M shoppers and Beyoncé fans as well, this is HUGE.
H&M is considered a “fast fashion” retailer, meaning they recreate the latest runway looks and sell them at affordable prices to the mainstream market of consumers. I myself am a huge fan of H&M and their runway looks for less. They also have done designer collaborations with designers such as Versace, Karl Lagerfeld, and Jimmy Choo. H&M does frequent ad campaigns with celebrities, but none as admired as Beyoncé.
The title of the campaign is “Beyoncé as Mrs. Carter for H&M” to go along perfectly with her world tour this summer, “The Mrs. Carter Show”. Beyoncé isn’t just starring in this summers campaign; she is helping design the collection. The outfit Bey is sporting in the released photo displayed above shows her in a silky blouse, printed shorts, and a wrist full of gold bangles. Beyonce, being the philanthropic lady she is, designed tie-dye bikinis in which 25 percent of sales will be donated to H&M for Water. H&M’s program with WaterAid has raised over 4 million dollars since 2002.
Beyoncé commented on the announcement and said, “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…It felt more like making a video than a commercial.”
Incase you don’t know why Beyoncé collaborating with H&M is such a big deal, Bey is a style icon known for having impeccable taste. She draws her inspirations from all sorts of places and never sticks to one particular “look”. Beyoncé cares deeply about the art aspect of fashion and not just who made what and what everyone else is wearing. For example, for her most recent album “4”, she didn’t go to a well-known designer who she knew had talent to design her album promo costumes, she went to a little known French designer named Alexandre Vauthier. She works with the “little guys” because she sees their vision and talent rather than how popular their label is.
The collection doesn’t hit stores until May 2013, but you can expect to see more of the photos and even a video promo featuring her new song “Standing On The Sun” coming out soon.