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.