Beyonce Revealed As New Face Of H&M And Will Provide New Song For Brand's Commercial
21 March 2013, 10:32
The 'Crazy In Love' singer will front a summer campaign for the high street fashion brand.
Beyonce has been announced as the new face of H&M for their upcoming summer collection.
The 'Love On Top' star said she has always been a fan of the high-street fashion label and praised the brand's focus on fun.
"I've always liked H&M's focus on fun and affordable fashion," she said in a statement. "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.
The singer was first rumoured to be fronting a campaign for H&M earlier this year when she was pictured modeling a swimwear range in the Bahamas.
Talking about the shoot, she added: "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial."
The companies creative director, Donald Schneider also gave further details on what the campaign will consist of.
"H&M's summer campaign starring Beyonce is an epic fantasy, with glamour, drama and also a sense of paradise," he said. "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 Beyonce, and also the essence of H&M this summer."
The commercial is also to feature a brand new song from the singer called 'Standing On The Sun' – which will be made available from the start of May.
The clothes will hit stores the same month – with the singer kicking off her 'Mrs. Carter Show' world tour the previous month.
Beyonce will play six-nights at London's O2 Arena as well as dates in Birmingham and Manchester on the jaunt.