This woman truly does not rest ! Just as she is about to kick off her Mrs Carter World Tour in a couple weeks, news from the Swedish brand and all over the internet came out earlier this week confirming the world superstar’s partnership in the summer campaign of the high street brand.

“H&M’s summer campaign staring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. 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. The campaign is the essence of Beyoncé and also the essence of H&M this summer,” says Donald Schneider, Creative Director, H&M.

What can we expect from the campaign? Well, obviously there will be a combination of the key pieces which H&M deliver every year in their summer campaigns like the perfect bodycon dress, as well as a flowing sun dress; and of course there are the bikinis, we can’t forget those lol.

As the shoot was set one of the most beautiful fantasy-like  islands in the Caribbean, I predict that there will be elements of Beyonce’s character illustrating calm yet glamorous lifestyles mixed in. Just expect to see bold prints (maybe not too many, but statements that’ll last more than one season), and a range of textures and color.

The entertainer, who kicks off her sold out Mrs. Carter Show World Tour on April 15, will appear in  television and print ads featuring pieces from the H&M summer collection. The print and outdoor billboards introduce “Beyoncé as Mrs. Carter in H&M”, the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. The clothing will be available beginning May in H&M stores worldwide and online. – H&M

Also, the summer campaign features beachwear pieces, including a bikini from the H&M for Water Collection which raises money for WaterAid. The print adverts will launch alongside and accompanying commercial – featuring a new Beyoncé song, Standing On the Sun.

My question is though … will the collection be a success based on the actual content? or the celebrity behind it? For many years now the high-street brand has engaged in many collaborations with famous luxury houses and recently with celebrities (none on the scale of Beyonce’s – one may argue) and most recently; there has been discussion as to whether collections are deemed ‘spectacular’ because of the actual content and involvement on both sides or just the celebrities signature on top of the high-street brand.

What are your thoughts? As well has how excited are you about what Beyonce is doing with her tour? I wonder what else Mrs Carter has planned for us?

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