H&M, the high street retailer has been rumored since January to have tapped Beyoncé to heat up its summer ad campaign. And it is finally here! Beyoncé is to appear in television commercials, print ads and billboards.
Apparently, Beyonce was not just the front woman for the ad campaign but also added a bit on the design side. Gasp! And take away all her ideas from her upcoming relaunch of her own line with her mother, House of Dereon. “They are full of her own personal style,” said Ann-Sofie Johansson, head of design at H&M.
Items include what’s described as “the perfect body-con dress,” a beach gown slashed to the thigh, high-waist shorts and a sleeveless shirt. A flowing sun dress that allows easy lounging and various bikinis. In one of the ad images, Beyoncé wears a tie-dye bikini from the H&M for Water range, with a quarter of sales donated to the WaterAid charity.
The print and outdoor ads read, “Beyoncé as Mrs. Carter in H&M,” referencing the title of her upcoming world tour, with the collection available in stores and online starting in May.
Written by Michael S. Giraldo
Fashion & News Contributing Editor