Many stores have gone the designer route with focusing on international designers like JcPenney’s recent collaboration or local designers like Target but view have tapped the celebrity train. H&M has once again bridged the gap by tapping into the celebrity influence machine that helps turn American Culture. Of course, H&M is no stranger to celebrity fanfare but they have never collaborated with such a megastar.
The campaign is said to center around a music video atmosphere that will be set to Beyonce’s new song “Standing on the sun” which is being shot on the beaches of Bahamas. According to Huffington Post, Beyonce has this to say about the whole experience:
“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,”and “It felt more like making a video than a commercial.”
According to H&M, Beyoncé has worked with the in-house design team at H&M to create the perfect pieces for the heat of summer. We can expect shorts, airy tops and of course body con dresses. We do know that there will be Tye-dye styles in swimwear. Mid-drift tops in tropical prints are also a possibility. 25 percent of sales will be donated to H&M for Water, H&M’s initiative with WaterAid, which has so far raised £2,650,000 since 2002.
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. (courtesy of HM.com)
Interestingly, when People Stylewatch reported the possible collaboration back in January, H&M neither confirmed nor denied. I guess nothing before it’s time. We will be adding more pictures as more develops so stay tuned.