Turns out the rumors were true, and Beyoncé is indeed the new face for H&M’s summer campaign. The effort introduces the megastar as "Beyoncé as Mrs. Carter in H&M,” with the entertainer appearing in TV, print and billboards for the summer collection. The H&M deal ties in to her new world tour, “The Mrs. Carter Show,” scheduled to kick off next month. (The singer is also getting plenty of exposure for her post-baby body, appearing on the new issue of Shape.)
The spot also features “Standing on the Sun,” a new Beyoncé song, which it will release at hm.com in May. And the clothing collection, which she helped design, is also expected in stores in May.
The line focuses on “the different emotions of women represented by the four elements – fire, water, earth and wind,” she says in the company’s announcement. Shot on a tropical island, ads show her wearing key pieces, including dresses and fringed bikinis.
The summer line also includes a sustainability effort, with 25% of sales from its water collection, including tie-dyed bathing suits, going to its H&M for WaterAid program, which has been raising funds for water causes since 2002.
The new campaign comes just as the Swedish retailer is reporting a 3% dip in same-store sales around the world, as well as a fall in profits. “The first quarter has been characterized by the continued challenging situation for the fashion retail industry in many of our markets, mainly due to a continued tough macro-economic climate, but also due to unfavorable weather during parts of the quarter,” CEO Karl-Johan Persson says in its release. “Sales in the first quarter did not reach our expectations.”
The company says it’s pleased with the reception of a new retail brand, and that it is ramping up its expansion rate to open 350 new H&M stores in five new countries this year, and that in 2014, it will significantly broaden its sports concepts for women, men and children.