“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise" says Donald Schneider, Creative Director of 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".
“I’ve always liked H&M’s focus on fun and affordable fashion," Beyonce explains in the press release. "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".
Ann-Sofie Johansson, Head of Design for H&M, talks about the key pieces the singer and actress wears in the commercial and campaign. “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.”
The campaign images were shot in Nassau in the Bahamas by fashion photographer super duo Inez (van Lamsweerde) and Vinoodh (Matadin), while the commercial was directed by Jonas Åkerlund, who has previously worked with Beyonce on her Telephone music video with Lady Gaga .
The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, Standing On The Sun, which will be available worldwide from the beginning of May.