American popstar Beyonce is to front H&M’s summer campaign, with the singer also having an input in the design of the range.
The entertainer will appear in TV and print advertising featuring pieces from the H&M summer collection. The pieces, which will be in store at the beginning of May include a bodycon dress, a flowing sun dress and a fringed bikini.
Ann-Sofie Johansson, head of design at H&M, said: “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.”
Beyonce added: “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.”