BEYONCÉ KNOWLES is the new face of H&M. The singer stars in the Swedish retailer's new high summer adverts, modelling a series of bikinis and beachwear inspired by her individual style. The singer also gave "personal input on the pieces seen in the campaign", confirmed a representative for the brand.
The print and billboard images - which see her reclining on beach sun lounger and posing in swimwear by the sea - were shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas earlier this year. The adverts will introduce the star: "Beyoncé as Mrs Carter in H&M" - tying in with the name of her upcoming world tour.
"I've always liked H&M's focus on fun 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," said Knowles. "It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial."