H&M and Beyoncé team up for new line of bikinis and beach gowns
Beyoncé at the beach. That's the theme of a big new advertising campaign to tout the singer's collaboration with gigantic Swedish retailer H&M for a line of beachwear that will hit stores in May.
The print and billboard images, which were released Thursday, show the singer reclining on lounge chair at a beach in the Bahamas and posing in swimwear by the sea. The tag line, “Beyoncé as Mrs. Carter in H&M,” ties in with the name of her upcoming world tour, which kicks off April 15 in Serbia. The tour stops in Dallas July 6 at the American Airlines Center.
A commercial also shot in the Bahamas features her new song, “Standing on the Sun.” Said the pop star in a statement: “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial.”
In one ad, the singer wears a tie-dye bikini from the H&M for Water collection, which raises money for WaterAid. Other items include a beach gown slashed to the thigh, high-waist shorts and a sleeveless shirt.
“They are full of her own personal style,” Ann-Sofie Johansson, head of design at H&M, told Vogue.