As expected, H&M and Beyoncé have released their video jointly promoting the fashion brand and her latest music, entitled ‘Beyoncé as Mrs Carter in H&M’.
   The video follows the star’s release of a teaser promoting her Mrs Carter Show World Tour, which kicks off this month. It was first posted on her YouTube channel.
   The 90-second advertisement features Beyoncé in various swimwear and sundresses, beautifully photographed, showing off her figure as well as H&M’s summer styles.
   The advertisement was directed by Jonas Åkerlund, and complements the print campaign shot by Inez van Lamsweerde and Vinoodh Matadin in Nassau.
   Beyoncé moves to the sound of her song, ‘Standing on the Sun’, which will be available worldwide and via hm.com from May.
   Donald Schneider, creative director of H&M, summarized the campaign when we published the news last month: ‘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.’
   Ann-Sofie Johansson, head of design for the retailer, noted, ‘There’s the perfect bodycon dress, as well as a flowing sundress 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 collection is available from May.

April 25: Beyoncé releases ‘Beyoncé as Mrs Carter in H&M’—see her new video here

H&M’s latest spokeswoman, Beyoncé, has teased her Mrs Carter Show World Tour with video clips.
   A month ago, Lucire revealed that the music star would be the Swedish retailer’s latest model. Since last year, most likely thanks to the influence of its creative director Donald Schneider, H&M had connected itself successfully to major music acts. First it was Lana Del Rey, and now it has tied in with Beyoncé’s latest world tour.
   The campaign features ‘Beyoncé as Mrs Carter in H&M’, and now Beyoncé has revealed more details of the tour itself.
   The video shows her in multiple costume changes, including glittering catsuits, as well as scenes atop a piano and flying on a trapeze. She performs ‘Halo’, ‘Run the World (Girls)’ and ‘Love on Top’.
   Sixty-one shows are planned for Europe and North America (detailed on her website, along with ticket purchase links), so the ‘world’ aspect of the tour is not entirely accurate. Beyoncé’s promotional team is offering tour exclusives, ticket pre-sales and VIP packages as part of the tour for those who wish to provide their personal details to join her ‘Beyhive’ blog.

April 25: Beyoncé releases ‘Beyoncé as Mrs Carter in H&M’—see her new video here

For years, Hennes & Mauritz hired spokesmodels who were familiar, but not instantly recognizable. There’s none of that these days as the retailer announces a partnership with Beyoncé, who will appear in print and TV advertising for its summer 2013 collection. Its last big name, promoting its autumn 2012 line, was Lana del Rey (see Lucire 28), as H&M ties in fashion with the biggest names in the music industry.
   Beyoncé kicks off her Mrs Carter Show world tour on April 15, and the new campaign ties in with that. The advertising features ‘Beyoncé as Mrs Carter in H&M’, with the company saying that it represents ‘the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious.’
   The TV commercial, to be released online in full and edited for TV, features a new song from Beyoncé, ‘Standing on the Sun’. The song will be available worldwide and via hm.com from May.
   Inez van Lamsweerde and Vinoodh Matadin shot the print campaign in Nassau, while the commercial was directed by Jonas Åkerlund.
   In a release, Beyoncé says, ‘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.’
   The famed Donald Schneider, now creative director at H&M, says, ‘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.’
   Ann-Sofie Johansson, head of design for the retailer, notes, ‘In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer.
   ‘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 collection, which includes swimwear and beachwear from the H&M for Water collection benefiting H&M for WaterAid, hits H&M stores, on- and offline, from May.

H&M

Hennes & Mauritz presented its first catwalk show at Paris Fashion Week, live at the Musée Rodin and webcast at hm.com.
   Among the VIPs were Chloë Moretz, Tali Lennox, Caroline de Maigret, Ashley Olsen, Pixie Geldof, Lizzie Jagger, Josephine de la Baume, Emma Roberts, Melissa George, Daisy Lowe and Carine Roitfeld.
   The autumn–winter 2013–14 collection showed ‘tailored shapes with delicate dresses to create a tomboy spirit,’ says H&M.
   The collection combines dramatic silhouettes with decorative pieces, and features boho and leather jackets, along with an open-backed sequin dress and a cable-knit sweater.
   Margareta van den Bosch, creative adviser for H&M, who is no stranger to Parisian fashion having overseen many of the label’s collaborations with top designers, says, ‘It is such an exciting step for H&M to show key pieces for autumn in Paris. The event was magical, staged in a chic environment full of atmosphere. It was great to see fashion that’s accessible to everyone presented in one of the most important fashion capitals in the world.’
   Since 2004, H&M has been skirting with the top labels in fashion through designer collaborations, but this is the first time the company has shown itself at Paris Fashion Week.
   The show was styled by George Cortina, and models included Cara Delevingne, Isabeli Fontana and Arizona Muse. The décor was meant to reflect a 1970s Parisian apartment. Owlle and 2 Many DJs performed at the post-show party.

Hennes & Mauritz

Hennes & Mauritz (H&M) has released behind-the-scenes images of upcoming campaigns featuring David Beckham and Georgia May Jagger.
   Beckham, who has a underwear range with the Swedish retail giant called David Beckham Bodywear at H&M, features in the new campaign directed by filmmaker Guy Ritchie and filmed in Beverly Hills.
   The footballer appears as an action hero—clad only in his boxers—in the latest campaign. In the H&M release, Ritchie says, ‘David is the perfect leading man. For me, this felt like more than a campaign—it was like directing a short film.’
   The spring 2013 line has dark navy blues, reds and utility greens, says H&M.
   The campaign breaks on February 6.
   Georgia May Jagger, meanwhile, appears in H&M’s Rock ’n’ Roll Mansion collection from February. The campaign has been shot in a luxury rock mansion and, in one of the behind-the-scenes shots, poses with a guitar.
   The 20-year-old model is already the face of Sunglass Hut and the Just Cavalli fragrance, and is an established model, following in her mother, Jerry Hall’s, footsteps.
   ‘The collection boasts edgy biker jackets and tie-dye jeans, mixed bouclé jackets and belted shift dresses reminiscent of staples for music and fashion aficionados,’ says H&M.
   Jagger says that music influences fashion, perhaps recognizing her father Mick Jagger’s impact: ‘Music creates a certain mood and then people dress accordingly. I think it’s all quite closely intertwined.’

Hennes & Mauritz

Above An earlier photograph of Stella McCartney, receiving the British Designer of the Year Award, presented by Salma Hayek.

At the Elle Sverige gala at Stockholm’s Grand Hotel last night, designer Stella McCartney took home the H&M and Elle Conscious Award, given out to those actively working on sustainability and fashion.
   Hennes & Mauritz, which is the principal sponsor of the gala, sponsors both the Conscious Award and the newcomer award.
   The newcomer award was won by Common Affairs, a Swedish menswear design duo.
   ‘Stella McCartney is a modern woman and designer who shows that exclusive fashion, sustainability and responsibility obviously belong together, and are an important part of a sustainable future for our industry,’ says Catarina Midby, fashion and sustainability coordinator at H&M and a member of the jury for the H&M and Elle Conscious Award. ‘There is a consistent collection and lifestyle, and a clearly communicated vision that inspires her most conscious fashionistas with clothes and accessories that are gentle on animals and the environment, with the highest level of fashion.’
   The newcomer award has been given out since the first gala in January 1998. This year’s prize is Kr 25,000.
   Common Affairs draws on its duo’s experiences at design school in London and working in Paris. ‘Together they create a modern metropolitan collection for men but which girls also like to wear. It is well tailored, simple and minimalist with clear sporting influences, cool and functional at the same time, and Swedish-produced with responsibility for people and the environment,’ says Ann-Sofie Johansson, head of design at H&M and chair of the jury giving out the H&M and Elle newcomer award.

H&M brand & Other Stories—the ampersand is part of the official name—will launch its first collections this spring in ten European countries.
   There will be seven bricks-and-mortar boutiques in Barcelona, Berlin, København, London, Milano, Paris and Stockholm, while Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Spain, Sweden and the UK will see online shops at stories.com.
   & Other Stories will offer shoes, bags, accessories, beauty and ready-to-wear items. According to the company, ‘The aim is to design lasting wardrobe treasures within a wide price range. In the creative ateliers in Paris and Stockholm diversified fashion collections are designed with great attention to detail and quality at an affordable price.’
   The physical stores are located at: Passeig de Gràcia 8–10, Barcelona; Neue Schönhauser Straße 15, Berlin; Amagertorv 29, København; 256–8 Regent Street, London; Corso Vittorio Emanuele 1, Milano; 277 rue Saint-Honoré, Paris; and Biblioteksgatan 11, Stockholm.
   Online, & Other Stories is at www.stories.com, and on Facebook, Twitter, YouTube and Tumblr.

In a typically Swedish socially responsible fashion, Hennes & Mauritz has announced a clothing collecting initiative as of February 2013.
   In all its stores in all 48 countries, customers will be able to bring in used garments, with H&M committing to sustainability. Customers will get a voucher in return.
   The company says it will accept items from all brands in any condition, reducing textile waste and overall environmental impact, and saving natural resources.
   ‘Our sustainability efforts are rooted in a dedication to social and environmental responsibility. We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M,’ says CEO Karl-Johan Persson.
   The collected clothes are handled by I:Collect, which will reprocess the clothes and make the resources ready for reuse.
   H&M says as much as 95 per cent of disposed clothes could be used again.
   The company says, long-term, it wishes to ‘reduce the environmental impact of garments throughout the life cycle and create a closed loop for textile fibres.’ H&M Conscious Foundation has been set up to support innovation to find ways of closing the loop on textiles.
   Last week, H&M announced an 11-piece men’s capsule range in collaboration of Brick Lane Bikes of East London, to be launched on March 7 in 180 stores worldwide. The range uses more sustainable materials, a development of the Conscious programme.