Since we first got word that B would be starring as the new face of the Swedish retailer H&M last month, we've been waiting with bated breath for more details. And... happy Monday! Here are a few juicy looks and additional deets about the line, which is sure to dominate billboards, print ads and Internet banners this summer.
The ads are titled “Beyonce as Mrs. Carter in H&M” as a nod to her upcoming world tour. A rep for the Swedish brand told Vogue UK that the singer gave “personal input on the pieces seen in the campaign.” So expect that signature Beyonce-style stamp on each piece you can get your paws on.
All of the ads were shot by Inez van Lamsweerde and Vinoodh Matadin in the Bahamas. Yep, that means Beyonce reclining on a pool lounger, Beyonce by the sea in paradise and Beyonce just being fab in general…all summer long.
And the singer is pretty pumped about the line herself:
“I’ve always like 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,” Knowles said. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
What a coincidence, B, we love H&M too! Who run the world?!