Beyonce‘s new album may be M.I.A, but the singing superstar is ensuring she remains a hot topic this Summer. For, after ample speculation, not only has her H&M campaign been confirmed, the all-out promo push is set to bring with it new music too.
Details after the jump…
WWD report that the 31-year-old has been tapped to front the high-street chain’s Summer line and will appear in television commercials, print ads and billboards in support of the collection (which she also had a hand in designing).
The campaign’s accompanying commercial was helmed by ‘Telephone’ director Jonas Åkerlund and features a new Beyoncé track, ‘Standing on the Sun’. “It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,” Beyonce commented.
Inez van Lamsweerde and Vinoodh Matadin snapped the still ads in Nassau, Bahamas. The print and outdoor spots read, “Beyoncé as Mrs. Carter in H&M,” paying homage to the title of her upcoming sell-out world tour.
The collection will available in stores and online starting in May.
Right at the time folk begin to talk the most slick, King B claps back with major news like this. Indeed, for anyone that can recall the unescapable nature of Lana Del Rey‘s ads for H&M last year, this cranks that up to the next level – bringing with it new music and a video ad.
Now, of course, we’d much prefer if this was used as the vehicle to promote her new single/album – for much of the tour is already sold out. Nonetheless, there seems to be a plan in place (albeit it an unconventional), so we’ll buckle up and enjoy the ride.
Tidbit: Click here to read what H&M said about pairing with King B!