Article By: Jourdan McManus
FIERCE, feminine and flirty categorises the arrival of H&M’s summer collection that will have Beyoncé at its helm.
Today H&M confirmed that Beyoncé will be the face of their Summer Collection which will be available in stores worldwide and also online from the beginning of May.
Her role as the face of H&M is not Beyoncé’s first debut in the fashion realm as she introduced her own fashion label in 2005, House of Deréon. Her collections were available to buy in big name stores such as C&A and Macys.
The global superstar will be the face of H&M in print and outdoor billboards and will reprise the role of “Mrs Carter in H&M”, a nod to both her role as wife to Jay-Z and her upcoming world tour Mrs. Carter Show.
According to H&M, Beyoncé, as the face of their brand depicts all the things that woman can be: “strong, vulnerable, sensual, maternal, fun, flirtatious.”
Creative Director for H&M, Donald Schneider goes one step further in his endorsement of the icon stating: “H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. The campaign is the essence of Beyoncé, and also the essence of H&M this summer.”
Another winner for H&M is the fact that Beyoncé had input into the designs for the campaign. They reflect her personal style and vibrant, vivacious personality.
A sure thing to win over her fans, Beyoncé has not only had input into the chosen designs but the television commercial will feature a new song from the artist, ‘Standing on the sun.’ This will be available on hm.com beginning in May and also online.
Beyoncé herself compliments H&M’s fashion and her role within it: “ 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.”
If the first picture of the photo shoot is anything to go by, fashionistas will be flocking to H&M to snap up the gorgeous, summery clothes that will set off their holiday wardrobe.
Beyoncé captures the essence that H&M are offering for the summer, looking sensual, free and beautiful in their first advertisement of the brand.
If you are purchasing from the brand this summer a must-have is their tie-dye bikini that will be on offer. As part of their H&M for Water collection, 25% of their sales from the H&M for Water Collection will be donated to H&M for WaterAid.
Other glamorous ladies to have been the face of H&M include Vanessa Paradis and singer Lana Del Ray.
It is clear that these superstar collections go down a storm with the lovers of H&M, as twitter has been awash with anticipation and excitement for Beyoncés summer debut.
H&M USA propelled the excitement by tweeting; “This summer just got fierce! Welcome to the H&M family, Bey
This summer’s H&M collection will debut with a bang in May, and with Beyoncé as the fierce femme fatale of the campaign the collection is sure to be snapped up by H&M devotees and Beyoncé fans alike.
Don’t miss out on this stunning collection by popping onto hm.com, that way you can steal Beyoncé’s smoldering style and be a summer goddess.
Main Picture copyright: hm.com
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