Beyoncé - Beyonce confirmed as face of H+M
Beyoncé's new summer ad campaign for H&M has been unveiled and the brand has revealed the clothes reflect the singer's personal style.
Beyoncé has been confirmed as the face of H&M.
The superstar's sexy new summer ad campaign for the Swedish high street store has been unveiled and a spokesperson revealed the hardworking singer had a big input in designing the clothing line.
Beyoncé said: ''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.
''It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.''
The print images and television commercial were shot in the Bahamas by Jonas Akerlund earlier this year and the adverts will introduce the bikini-clad star as ''Beyoncé as Mrs Carter in H&M''.
Items in the tropical-inspired collection - which hits stores in May - are ''full of her own personal style'' and include high-waisted shorts, a body-con dress and a floaty gown with a thigh-high split.
Donald Schneider, H&M's creative director, commented: ''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.''
Rumours began circulating the star was the new face of the brand in January after one of her backing dancers let slip on Twitter she was shooting a campaign for them.