The sun finally arrived (for a few days at least). The belated spring that we have all been waiting for made an appearance. So now seems like the perfect moment for H&M to reveal their new summer collection headed by none other than Beyoncé.
Beyoncé is on fire at the moment. After a long break out of the limelight after the birth of her daughter Blue Ivy Carter she has come back with a vengeance. She was given the honour of singing the national anthem at President Obama’s inauguration. Despite lip-syncing to prevent her voice being damaged the moment was still unforgettable. Then in February she wowed millions with her comeback in the half time show during the American Super Bowl. The show also saw the first performance by Destiny’s Child in 7 years and promotion for the release of their new album in January ‘Love Songs’.
The release of Beyoncé’s worldwide tour ‘Mrs Carter Show’ came soon after the Super Bowl and had fans in turmoil after tickets sold out in 12 minutes. The tour is set to start this month in Europe then onto the UK. Despite her busy schedule she has still had time to become the face of H&M’s new high fashion summer swimwear. To be honest why wouldn’t H&M choose Queen Bey as the face of they campaign? The media are constantly picking up on Beyoncé’s holiday style that she carries no matter the destination or occasion. Her amazing body and A list status help the high street store’s sexy bikinis and glamorous cover-ups look their best.
Only one photo from the shoot has been revealed up until this week when the full campaign has gone viral. The photos were taken by photographer Jonas Åkerlund, who was also the mastermind behind the TV commercial for her Mrs Carter Show World Tour. Beyoncé has said how she “loved shooting the campaign in the Bahamas”. To be honest who wouldn’t be happy sitting on the beach in a bikini! Beyonce looked incredible and her post baby bod is amazing. The styling of the shoot was clearly inspired by 70s glamour with a pallet of vibrant colours. The disco references are obvious with gold bangles, flower hair accessories and Beyoncé’s trademark bouncy curls.
There is no doubting that Beyoncé is a fan of summer. Many of the pieces in this collection have been inspired by her individual style and it is obvious that Beyoncé has put a personal touch on many of the pieces. The collection will be introduced as Beyoncé as Mrs Carter in H&M, which ties in her tour perfectly. Beyoncé seems to be taking the most out of this opportunity to promote herself by including her new song Standing On The Sun on the television commercial.
The collection so far definitely looks like it has all been picked out of Beyonce’s wardrobe. The clothing does look like it is for people that are more body confident than most. However Ann-Sofie Johansson, head of design at H&M has stated that there is something for everyone, “there’s the perfect bodycon dress, as well as a flowing sundress that makes a real statement”. H&M want their collection to hold the idea that their clothing can make all women look great and feel confident and this is one of the main reasons they chose Beyoncé to front the campaign.
But this campaign isn’t just about Beyoncé. One of the bikinis included is from the H&M for Water collection, which helps raise money for WaterAid. H&M are no strangers to charity collections; they have also had previous ranges similar to this including Fashion Against Aids and the UNICEF children’s range. There are not many fashion companies that have this much involvement with charity and this makes them very admirable.
On a personal note I am really excited about this campaign. H&M is an affordable high quality brand so it is great to see such iconic stars such as Beyoncé and previously Lana Del Rey, Cara Delevingne and Daphne Groeneveld getting involved. H&M has become a lot more high profile in the past year or so and it is finally receiving the recognition it deserves. I definitely urge people not to shun this collection as it is a celebrity range as currently it looks like it is going to be a massive hit.
The collection is available online at HM.com and in store from the 2nd May and there is an exclusive on the collection including a Q&A in H&M’s Summer magazine out on the 13th May.