Beyonce’s Full H&M Campaign Finally Revealed [Gallery]

Beyoncé is the new face of H&M, and the new summer campaign debuted this week, showing off the 31-year-old singer’s amazing figure.

  • Photo: H&MPhoto: H&M
  • Photo: H&MPhoto: H&M
  • Photo: H&MPhoto: H&M
  • Photo: H&MPhoto: H&M
  • Photo: H&MPhoto: H&M
  • Photo: H&MPhoto: H&M
  • Photo: H&MPhoto: H&M

Beyoncé Knowles is the new face of H&M, and you can enjoy  the full campaign exclusively for the first time.

The 31-year-old singer displays her washboard abs and hourglass figure as she smoulders for the camera in the new shots.

The promotional photos showcases the singer in some two-piece bikinis from the clothing store’s upcoming collection.

Beyoncé looks stunning in every image from a yellow halterneck bikini to a black fringed number and a tie-dye two-piece.

The campaign images were shot in Nassau, Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund and is shot like a music video. It will be available to view online in its entirety, with edited versions for TV.

Just as Bey launches her Mrs. Carter Show World Tour in Serbia today, H&M has debuted a few more shots from the “Beyoncé as Mrs. Carter in H&M” campaign.

With perfectly-placed flowers in her hair, the 31-year-old mother models a bevy of swimsuits from the Swedish retailer’s summer collection in the same idyllic setting as the first snap.

However, it was first reported that the singer would be partnering with H&M back in January – which is when the shoot took place – after one of the star’s dancers accidentally revealed the news on Twitter.

“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,” Beyoncé said about her partnership with H&M.

“It felt more like making a video than a commercial.”

Beyoncé herself has worked with the in-house design team at H&M to create the perfect pieces for the heat of summer.

The summer campaign features swimwear and beachwear pieces – including a bikini from the H&M for Water collection, which raises money for WaterAid. The print adverts will launch alongside an accompanying television commercial – featuring a new Beyoncé song, Standing On The Sun, reports the Vogue.

“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise,” said Donald Schneider, H&M’s creative director.

“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 Beyoncé, and also the essence of H&M this summer.”

And Ann-Sofie Johansson, Head of Design for H&M, said: “In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer.

“There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini.

‘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.”

H&M has previously worked with big names including Lana Del Rey and David Beckham.

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