Swedish fashion brand H&M has announced a new creative partnership for its Summer campaign with Beyoncé. The singer and actress will feature in a series of television and print ads wearing pieces from the H&M Summer 2013 collection that will be available from early May in H&M stores worldwide and online.
The campaign features swimwear and beachwear pieces as well as a tie-dye bikini from the H&M for Water collection, whereby 25% of sales are donated to WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000. The campaign images were shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund.