Beyoncé films video ad whilst debuting new single for H&M

We’ve known for a while now how Swedish fashion house H&M have called upon global superstar Beyoncé for their summer campaign. The beautiful diva is the face of the collection and now they’ve filmed a television commercial, which also doubles as a music video to showcase the collection in the best possible way. She’s never been one to do things by halves after all!

The gorgeous songstress was flown out to Nassau in the Bahamas where the video was shot and directed by well known Jonas Akerlund. With the sun shining and the sea sparkling, they couldn’t have picked a better location. Appropriately named “Beyoncé as Mrs. Carter in H&M” it coincides with her world tour.  In the video the singer performs new single Standing On The Sun from her eagerly awaited fifth album. 

The video represents the opposing nature of the four basic elements. Complete with exotic dancing in the sand and some wet t-shirt action to up the sex factor. She’s the perfect mannequin with her curvaceous body looking as good as ever; highlighting the summer collection whilst her body glistens in the sunshine. 

Beyoncé herself commented on the video: “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.” Queen Bey has always been keen to expose the different sides of women, evident through her alter ego, Sasha Fierce!

On top of all that, one quarter of sales will go towards charity Wateraid, so say yes to sun and fun, it’s all in the name of a good cause!

Sophie Louise Allen

Have a look at the summer range here.