Beyonce has been revealed as the face of H&M’s summer line in a sizzling new ad campaign.
Rumours were rife in January that the pop star and style icon was in talks with the mega chain, and the exciting results have now been unveiled for the world to see.
In the first image released from the “Beyoncé as Mrs. Carter in H&M" campaign, Beyonce lies draped across a sun lounge in the Bahamas, looking impossibly bronzed.
Her lounging outfit of choice - printed mini-shorts, a camel-coloured silk blouse, stacked gold bangles and heels, is complemented by her voluminous, side-swept hair, with a tropical white flower pinned behind one ear.
If you think the outfit has a distinct Sasha Fierce flavour, then you’re right – Beyoncé lent her fashion expertise and influence to the label to create a truly collaborative line.
“I’ve always liked H&M’s focus on fun and affordable fashion,” the singer said.
“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.”
H&M’s summer 2013 collection will launch with an accompanying television commercial in May, which will feature a new Beyoncé song, Standing On The Sun.
“H&M’s 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.”