Thursday, March 21, 2013

Well This is BIG: Beyoncé for H&M's Summer Collection

Let's just quote the press release on this one:

H&M is proud to announce a new partnership for its summer campaign with global superstar Beyoncé. The entertainer, who kicks off her sold out Mrs. Carter Show World Tour on April 15, will appear in television and print ads featuring pieces from the H&M summer collection. The print and outdoor billboards introduce "Beyoncé as Mrs. Carter in H&M”, the idea that women can be all things: strong, vulnerable, sensual, maternal, fun and flirtatious. The clothing will be available at the beginning of May in H&M stores worldwide. 
“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,” says Beyoncé. 
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. 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,” says Donald Schneider, Creative Director at H&M. 
“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” says Ann-Sofie Johansson, Head of Design at H&M. “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 in the designs, and they are full of her own personal style.”
The summer campaign features swimwear and beachwear pieces, including a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised $4,009,980. 
The campaign images were shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited TV versions. The commercial also features a new song from Beyoncé, “Standing On The Sun”, which will be available worldwide online and on at the beginning of May. 

WOW. That is all.