Unless you’re on spring break or at the Beaches Resort right now, this picture of Beyonce for H&M‘s summer campaign is making you rue the day you decided to live in a place with seasons. This morning, H&M posted this press release on their website publicly announcing Beyonce’s summer collaboration with the brand. And you officially cannot wait for an excuse to buy those hi-waisted argyle briefs, even if it’s still 34 degrees outside! You can still wear them around your apartment if you turn the heat up high enough. And then, maybe spring won’t feel like such a lie!
Giving us a taste of what’s to come, the statement included the above photo of the Queen B lounging on a white-sanded beach shot by fashion photographers Inez and Vinoodh. Beyonce states that the aim of the campaign was to “explore the different emotions of women represented by the four elements – fire, water, earth and wind.” I’m no Captain Planet, but judging by the firey-red hibiscus flower on her shoe I think we’re looking at fire.
The caption “Beyonce as Mrs. Carter in H&M” will be included in print ads as well as billboards, giving a shout-out to her hubby, the Hova. Hopefully, this text be free of a hole of inexplicable text erasure like the David Beckham one. Along with the photographic promotion, a televised commercial directed by Jonas Akerlund of Lady Gaga‘s “Telephone” and “Paparazzi” music video fame will be released in May.
And Lady B even helped to design the collection, cites Ann-Sofie Johanson, Head of Design at H&M. Given that Beyonce consulted on the design process, Johansen stated that the collection of summer staples like “flowing sundresses” and “fringed bikinis” are “full of her own personal style.” But, this isn’t her first rodeo, kids. Remember Dereon? It’s still around! Yes, Sasha Fierce is invincible, so bow down bitches.